Revamped Edition of 'Crossing the Chasm' Hits Market with 55,000 Copies Sold

The Resurgence of a Marketing Classic

Shoeisha Inc., headquartered in Shinjuku, Tokyo, has announced the reprint of the renowned marketing book "Crossing the Chasm Ver.2: Theories of 'Super' Marketing That Break New Products Into the Market", authored by the eminent consultant Jeffrey Moore. This revised edition has successfully surpassed 55,000 copies sold in Japan alone, strengthening its place as an essential read for any business professional.

Understanding the Chasm Theory

At the heart of Moore's work lies the concept of the "Chasm theory," which addresses the barriers that companies encounter when attempting to introduce new products to the market. Many new products experience a halt in sales after an initial period, leading to stagnant growth and ineffective marketing strategies. This phenomenon, identified as the "growth stall," can be attributed to the deep gap—or chasm—that exists between various customer segments.

The book serves not only as a theoretical framework but also a practical guide filled with actionable strategies to successfully cross this chasm. With more than a million copies sold worldwide and a significant readership, “Crossing the Chasm” has become a staple in the field of marketing. Its profound insights into launching new products have resonated across diverse industries and continue to inform marketing tactics globally.

The Technology Lifecycle and Chasm Crossing

In his book, Moore categorizes the process of product market penetration into five distinct groups: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards, known as the Technology Lifecycle. The primary focus of the book is on navigating the challenging transition from the early market (represented by Early Adopters) to the mainstream market (embodied by the Early Majority).

To assist readers in this journey, Moore presents four critical tasks that businesses must undertake to successfully bridge the chasm:

Task 1: Identify the Target Market

To initiate the marketing strategy, businesses must clearly define their target customers by writing out their "Customer Scenario" and validating it against a market development strategy checklist.

Task 2: Assemble the Team

Businesses need to draw up a simplified model of their "Whole Product" and begin forming partnerships that can strengthen their market presence.

Task 3: Define the Competitors

A key element of the strategy involves identifying the competition. This can include either "alternative solutions" or "direct competitors". Additionally, constructing a concise position statement comprising two sentences can help clarify the product's unique value proposition.

Task 4: Execute the Plan

With the groundwork established, it's crucial to select the right sales channels and set a competitive pricing structure to penetrate the market effectively.

Book Overview

"Crossing the Chasm Ver.2: Theories of 'Super' Marketing That Break New Products Into the Market"

- Author: Jeffrey Moore, Translation: Masashi Kawamata
- Release Date: October 3, 2014
- Price: 2,200 yen (Excluding tax)
- Details: 360 pages, A5 size

The book is available at bookstores nationwide and various online retailers, including:

With its dynamic insights and practical methodologies, “Crossing the Chasm” remains a critical resource for business professionals aiming to navigate the complexities of product introduction and market growth.