Crossing the Chasm by Geoffrey Moore

Crossing the Chasm resonated with me as I work at a tech startup. Although I am not in a marketing role, the book gave me an appreciation for things I’d always taken for granted, such as the whole product, since, as an early majority consumer (yup, let’s be real—I’m not an early adopter), I’d never been able to pinpoint what exactly I look for in tech products. This was an easy and entertaining read on tech marketing. There was no or minimal jargon tossed around, and I found the industry-specific examples helpful.

However, if you’d taken even a basic marketing class in college, the first half of the book will be very familiar to you. There were some extra notes on each stage of the technology life cycle, but nothing major major, that I worried for a bit that the rest of the book would be the same. Thankfully, the second half took a more interesting turn—Moore set the stage during the first half and drilled down basic concepts. Of course, if you’d taken up marketing as your college major, which I didn’t, the second half would have probably been very familiar to you still.

Overall, the book is well crafted. Every chapter made sense—none wasted—and all of the concepts tied in seamlessly. The writing is approachable, which made for easy reading. I’d recommend this book for non-marketing specialists interested in high tech and go-to-market strategies. Otherwise, this book is a little too specific to be appreciated by the general public and might be too simple to be appreciated by professional marketers.