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A presentation I gave on 10 June as part of the BEN event talking around whether the Geoffrey Moore book called Crossing the Chasm is still relevant almost 20 years on.
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David GilroySales & Marketing Director
Why me?
• Reuters – banks (Innovators)• CompuServe – the Internet before it was the
Internet• Conscious – selling websites and digital
marketing to law firms (Innovators to Laggards)
Speed of technology innovation
Years it took to reach a market audience of 50 million?•Radio 38•TV 13•Internet 4•iPod 3•Facebook 2
The Evolution of Technology & The Human Racehttp://www.youtube.com/watch?v=JcSzqm5Whwc
How to cross the chasm?
• Choosing a target market• Product understanding• Positioning• Marketing strategy• Distribution channel• Pricing
Selling to lawyers
Moore says :-“part of what defines a high-tech market is the tendency of its members to reference each other when making buying decisions - is absolutely key to successful high-tech marketing."
Technology adoption & price
• Innovators = 0% - 100%• Early Adopters = 100%• Early Majority = 100%• Late Majority = 80%?• Laggards = 70% or less?
So where was our chasm?
450 law firms = 10% of the addressable market
Adoption of new products
http://www.conscious.co.uk/presentations