The Chasm Companion

The Chasm Group is one of the world's leading high-tech consulting practices, headed by best selling author, Geoffrey Moore, whose books, Crossing the Chasm and Inside the Tornado are required reading for anyone venturing into the high-tech industry.

Now Moore's partner, Paul Wiefels, analyses and clarifies the ideas covered in these bestsellers with a step-by-step field guide organized around three major concepts:

* How high-tech market develop

* How to specify a winning market development strategy

* How to plan go-to-market programmes at different points in the life cycle.

Wiefels' back-to-basics approach presents a series of models, tools and frameworks that management teams can adapt to increase market share and create a sustainable platform for increasing shareholder value. The Chasm Companion reveals formulas drawn from real life that can be - and are being - used to stay on top in any economic climate.
Part 1: How High-Tech Markets Develop.

Back to Basics.

The Basis for Strategy Decisions.

The Early Market.

The Chasm.

The Bowling Alley.

The Tornado.

Main Street.

Part 2: Developing a Strategy.

Finding Your Place on the Technology Adoption Life Cycle.

Assessing the Sources and Impact of Discontinuity.

Building a Market Development Strategy.

Market Development Strategy Research: Market Creation Variables.

Market Development Strategy Research: Market Attractiveness Variables.

Market Development Strategy Research: Market Penetration Variables.

Part 3: Taking the Market Development Strategy to Market.

Strategy Validation.

Whole Product Management.

Marketing Communications Planning.

Field Engagement Strategy.

Epilogue: Using This Book.

Appendix.

Worksheets. PAUL WIEFELS is a founding partner and managing director of The Chasm Group plc a strategy consulting firm serving technology-based companies and organisations around the world. He has worked in the high-tech industry for 20 years and speaks frequently to high-tech industry organisations. He lives in Half Moon Bay, California. A practical guide to the marketing strategies that revolutionized Silicon Valley

The Chasm Group is one of the world's leading high-tech consulting practices, headed by best selling author, Geoffrey Moore, whose books, Crossing the Chasm and Inside the Tornado are required reading for anyone venturing into the high-tech industry.

Now Moore's partner, Paul Wiefels, analyses and clarifies the ideas covered in these bestsellers with a step-by-step field guide organized around three major concepts:
* How high-tech market develop

* How to specify a winning market development strategy

* How to plan go-to-market programmes at different points in the life cycle. "Using The Chasm Group's models, BEA had become the fastest software company in history to reach $1 billion in revenue. The Chasm Companion provides the insights that will help someone else beat our record." William T. Coleman III, Founder, Chairman, & Chief Strategy Officer, BEA Systems, Inc.

"Paul Wiefels offers up a comprehensive marketing toolkit. His knowledge of what's worked and what hasn't is a must read for every marketing manager embarking into uncharted territory." Gary Elliottt, Vice President, Global Brand and Marketing Communications, Hewlett-Packard

"This is the must-have high-tech business survival guide for our new century." Steve Hayden, Vice Chairman, Ogilvy Worldwide

"The Chasm Companion is an outstanding guide for anyone facing the challenge of how to execute a successful marketing campaign for a high-tech product or service." Tom Kosnik, Ph.D., Consulting Professor, Stanford Technology Ventures Program