Episode

Geoffrey Moore on finding your beachhead, crossing the chasm, and dominating a market

Geoffrey Moore, author of Crossing the Chasm, explains why startups must target a narrow beachhead segment where they can dominate before expanding through adjacent "bowling pin" markets, and why pragmatist buyers need peer references that visionaries can't provide. He details the four go-to-market playbooks across the technology adoption lifecycle—early market, chasm-crossing, tornado, and Main Street—and the deadly sins of misapplying them, including premature discounting and confusing a compelling reason to sell with a compelling reason to buy.