How to know your customers characteristics

How to know your customers characteristics

I’m reading Crossing the Chasm by Geoffrey A. Moore. It was written in the 90’s but is completely relevant now- which really surprised me about a book about technology marketing written before social media.

The book talks about differences between types of customers that tech companies have: innovators, early adopters, early majority, late majority, and laggards.

Each customer grouping has a different set of requirements from the products they use, for example an early adopter is interested in trying out new tech which is a bit raw but may give them a unique advantage or appearance; an early majority is the next step down along the curve, and require the product to be bug free and work well for their needs.

A company’s marketing must be targeted directly at the stage that their customers are at in the life cycle of a tech product. Between each distinct customer group is a chasm which must be carefully navigated to avoid falling into the abyss of marketing messages and product development that only loosely fit a customer segment.

The examples and companies mentioned have incredible parallels with the tech scene today. Netscape is still big and Microsoft only just getting there. I am only a couple of chapters in and fascinates already. The core concept – along with learning about the characteristics of each group and the marketing messages needed to appeal to them- is important to any entrepreneur. I think you can swap in “tech” to any product that changes an industries behaviours.

I recommend a good look at it.

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