Crossing the Chasm

Why I recommend it

This explains why enthusiasm from early customers doesn’t always lead to a bigger market. Different customers need different reasons to trust a new product.

What it changed in my thinking

Growth sometimes starts with narrowing the focus. Solve a whole problem for a specific group before trying to reach everyone.

Who it’s useful for

Founders, product leaders, and marketers bringing a new technology to market.

A tension or limitation

Real customers won’t fit neatly into the book’s categories. Pay attention when their behavior differs from the model.