Geoffrey Moore: MassTLC 5.14 CXO Forum

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Geoffrey Moore: MassTLC 5.14 CXO Forum

  1. 1. Crossing the ChasmWhat’s Changed?Massachusetts TechnologyLeadership CouncilMay 14, 2013
  2. 2. Where We StartedThe Technology Adoption Life Cycle2CHASMEARLYMARKETTORNADOBOWLINGALLEYMAINSTREET
  3. 3. Implications of Adoption StateBusiness 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/TCO3
  4. 4. TimeRevenueGrowthGrowthMarketMatureMarketDecliningMarketIndefinitely elasticmiddleEnd ofLifeFaultLine!EDCBATechnology AdoptionLife Cycle4Once Adoption is CompleteThe Category Maturity Life Cycle ModelEmergingMarket(pre-Tornado)CatchNextWave
  5. 5. HighGrowthLowGrowthMission CriticalPerformance is scrutinizedEnablingOK to experiment InventDeploy ManageOptimizeThe Four Quadrants of InnovationA Framework for Managing Category EvolutionDCBA
  6. 6. Beyond B2B Enterprise MarketsCrossing the Chasm is a Complex Systems ModelComplexSystemsVolumeOperationsPowerPosition 1PowerPosition 2Complexity VolumeEffectivenessSmallBusinessSocietalProgramsSocietalEntitlementsEnterprise Consumer100 101 102 103 104 105 106 107 108 109
  7. 7. 7ENLISTMENT ACQUISITIONENGAGEMENTMONETIZATIONStarterMotor+ = Viralityo = Retention- = ChurnAdoption in Volume Operations MarketsThe Four Gears ModelPerformanceGearPerformanceGearPowerGearPowerGear
  8. 8. gmoore@geoffreyamoore.comtwitter.com/geoffreyamoorehttp://linkd.in/YnBwig8

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