Crossing the Chasm
"Entering the mainstream market is an act of burglary, of breaking and entering, of deception, often even of stealth"
The book offers a marketing blueprint for tech startups that have already celebrated the initial traction with early adopters, but are now facing the reality of needing to scale up and reach the majority of the market.
1) The chasm is the often painful and stressful period between putting your product into the hands of early adopters and then into the hands of the pragmatic majority that needs more social proof before they buy.
2) Crossing the chasm is only possible if you are able to claim your niche and defend it.
3) Having the best product in the niche is not enough, you need to position it as such and market the heck out of it in order for customers to see it as such.
READ IF: You have a product or service that you have already launched and now need to get trough the chasm.