crossing the chasm

TECHNOLOGY ADOPTIONLIFE CYCLE Moore's theory is built on the idea that the rate of diffusion in the Technology Adoption Life Cycle curve is not continuous in high tech markets (see diagram below). Moore borrowed his diffusion of innovations theory from Everett Rogers, but argued that there is a chasm between the early adopters of the product (the technology enthusiasts and visionaries) and the early majority (the pragmatists). This is because visionaries and pragmatists have very different expectations. Moore exposes those differences and builds from there to suggest techniques to successfully cross the chasm, including choosing a target market, understanding the whole product concept, positioning the product, building a marketing strategy, choosing the most appropriate distribution channel and pricing.

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