The document discusses Geoffrey Moore's technology adoption life cycle model and how it has evolved over time. It describes the original model which depicted early adopters, early majority, late majority, and laggards. It also discusses implications for business models at different stages of adoption. Additionally, it introduces frameworks for managing category evolution and adoption in volume markets.

1. Crossing the Chasm
What’s Changed?
Massachusetts Technology
Leadership Council
May 14, 2013

2. Where We Started
The Technology Adoption Life Cycle
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CHASM
EARLY
MARKET
TORNADO
BOWLING
ALLEY
MAIN
STREET

3. Implications of Adoption State
Business Model Adapts to Life Cycle Dynamics
• Project orientation
• Sell, Design, Build
• Focus on performance
• Solution orientation
• Design, Sell, Build
• Focus on performance/price
• Product orientation
• Design, Build, Sell
• Focus on price/performance
• Systems orientation
• Build, Sell, Design
• Focus on price/TCO
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4. Time
RevenueGrowth
Growth
Market
Mature
Market
Declining
Market
Indefinitely elastic
middle
End of
Life
Fault
Line!
E
DCBA
Technology Adoption
Life Cycle
4
Once Adoption is Complete
The Category Maturity Life Cycle Model
Emerging
Market
(pre-Tornado)
Catch
Next
Wave

5. High
Growth
Low
Growth
Mission Critical
Performance is scrutinized
Enabling
OK to experiment Invent
Deploy Manage
Optimize
The Four Quadrants of Innovation
A Framework for Managing Category Evolution
D
CB
A

6. Beyond B2B Enterprise Markets
Crossing the Chasm is a Complex Systems Model
Complex
Systems
Volume
Operations
Power
Position 1
Power
Position 2
Complexity Volume
Effectiveness
Small
Business
Societal
Programs
Societal
Entitlements
Enterprise Consumer
100 101 102 103 104 105 106 107 108 109

7. 7
ENLISTMENT ACQUISITION
ENGAGEMENTMONETIZATION
Starter
Motor
+ = Virality
o = Retention
- = Churn
Adoption in Volume Operations Markets
The Four Gears Model
Performance
Gear
Performance
Gear
Power
Gear
Power
Gear

8. gmoore@geoffreyamoore.com
twitter.com/geoffreyamoore
http://linkd.in/YnBwig
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