# Crossing the Chasm, 3rd Edition >[!info]- metadata >*`= this.tags`* >- Online Rating - `=this.onlineRating` | My Rating- `=this.personalRating` >- Status - `=this.status` >- Progress - `=this.currentPage` of `=this.pages`  ## Summary `=this.description` ## My Thoughts >[!quote]+ My Review >`= this.review` ### Highlights #### Notes - Migrating from niche to broadly applicable is a natural progression through the technology adoption cycle--that's what "crossing the chasm" is. - Buying a change agent vs. buying a productivity improvement - Tolerance for wonkiness (and desire to defend a purchase) is wildly different between the two - What you've done for one customer segment won't necessarily help you in another. In these scenarios, the goal is to diminish the barrier to entry for the early majority. - The High-Tech marketing Illusion: the belief induced by the high-tech marketing model that new markets unfold in a continuous and smooth way. - Early Market vs. Mainstream Market - The fundamental difference between a sale to an early adopter and a sale to the early majority. ### Part 1: Discovering the Chasm - Introduction: If Mark Zuckerberg Can be a Billionaire - "[T]he point of greatest peril in the development of a hight-tech market lies in making the transition from an *early market* dominated by a few *visionary* customers to a *mainstream market* dominated by a large block of customers who are predominantly *pragmatists* in orientation. - Chapter 0, Page 6, ¶ 2 - "This material focuses primarily on marketing, because that is where the leadership must come from, but I ultimately argue in the Conclusion that leaving the chasm behind requires signifcant changes throughout the high-tech enterprise." - Chapter 0, Page 7, ¶ 1 - "[T]he relationship between an early market and a mainstream market is not unlike the relationship between a fad and a trend. Marketing has long known how to exploit fads and how to develop trends. The problem, since these techniques are antithetical to each other, is that you need to decide which one—fad or trend—you are dealing with before you start. It would be much better if you could start with a fad, exploit it for all it was worth, and then turn it into a trend." - Chapter 0, Page 7, ¶ 2 - "This is a time when one should forgo the quest for eccentric marketing genius in favor of an informed consensus among mere mortals." - Chapter 0, Page 7, ¶ 3 - Chapter 1: High-Tech Marketing Illusion - "Because of these incompatibilities, early adopters do not make good references for the early majority. And because of the early majority's concern not to disrupt their organizations, good references are critical to their buying decision." - Chapter 1, Page 26, ¶ 3