The chasm is the space between the vision of the innovative product or service and the early segment of the market that will purchase the product. Crossing the chasm involves taking steps in order to reconcile the discrepancy between the visionaries’ desire to be cutting edge in order to attain a competitive advantage and the desire of the early market to have an improved version of an existing product or service. Being able to cross the chasm successfully involves knowing which segment of the market you are dealing with to target your message appropriately.

1. Crossing the
Chasm
Template
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Innovation Best Practices

2. The chasm is the space between the vision of the innovative product or service and the early segment of the
market that will purchase the product. Crossing the chasm involves taking steps in order to reconcile the
discrepancy between the visionaries’ desire to be cutting edge in order to attain a competitive advantage and the
desire of the early market to have an improved version of an existing product or service.
Being able to cross the chasm successfully involves knowing which segment of the market you are dealing with
to target your message appropriately.
Early Adopters - This group of consumers is eager to try any new technology or product. This is an important group to target
because they are the most willing to try new things.
Visionaries - This segment of the market does not just pursue innovations for hobby, they make purchasing decisions based on
their intuitions. They are able to understand the benefits of new technology.
Pragmatists -This group is wary of fads. However, they will purchase a product if they believe it to be useful.
Conservatives - This customer segment consists of buyers from more well-established organizations or products that have
been on the market for a while
Laggards - This group is typically not interested in purchasing innovative products or services. They might move into other
segments of the market at different time points, but generally for personal or economic reasons are not interested in new
technologies.
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Crossing the Chasm Template

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Crossing the Chasm Template
Early Adopters Visionaries Pragmatists Conservatives Laggards
Eager to try any new technology
or product
Able to understand
the benefits of new
technology
Purchase a product if they
believe it to be useful
Buyers from more well-
established organizations or
products that have been on the
market for a while
Not interested in purchasing innovative products or
services
Our Target
Segments
• • • •
Key Strategies
• • • •

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