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Listening Length: 9 hours and 45 minutes

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Audible.com Release Date: December 11, 2012

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The author's emphasis is on distinguishing between the selling and marketing tactics for the early innovators versus the mainstream customers. There is a chasm between the innovators and mainstream market and the author dedicates the book outlining the various steps a high tech company should perform to successfully navigate through the chasm.Some key points and lessons learned:- It is important to maintain momentum in order to create a bandwagon effect that makes it natural for the next group to want to buy in.- Early adopters want a change agent while the early majority looks for productivity improvement for existing operations - they want an evolution not revolution.- Vapor vare should be avoided during chasm crossing - Vapor vare is pre-announcing and pre-marketing a product which still requires significant development.- Resistance is a function of inertia growing out of the commitment to the status quo, fear of risk or lack of compelling reason to buy.- Crossing the chasm requires moving from an environment of support among visionaries back into one of skepticism among pragmatists. It means that moving from product related issues to unfamiliar ground of market oriented issues AND moving from the familiar audience of like minded specialist to uninterested generalist.-It is the market centric value system - supplemented ( but not superseded ) by the product centric - One that must be the basis for the value profile of the target customers when crossing the chasm.-Elevator Speech Template1. For (target customers - beachhead segment only)2. Who are dissatisfied with (the current market alternative)3. Our product is a (new product category)4. Unlike (the product alternative)5. We have assembled (key whole product features for your specific applications)- Why is elevator speech important ?1. Your claim cannot be transmitted by word of mouth consistently.2. Marketing communications will be all over the map.3. R&D will be all over the map.4. You are not likely to get financing from anybody with experience.- The product alternative in your elevator speech helps customers understand your technology leverage (what you have in common) and your niche commitment (where you differentiate). Market alternative helps people identify your target customers (what you have in common) and your compelling reason to buy (where you differentiate).- Positioning: Goal should be to make products easier to buy not easier to sell. The four stages in positioning:1. Name it and frame it - Positioning needed to make a product easy to buy for a technology enthusiast.2. Who for and what for - Positioning needed to make the product easy to buy from the visionary.3. Competition and differentiation - Positioning needed to make the product easy to buy for the pragmatist.4. Financials and future plans - Positioning needed to make the product easy to buy for the conservative.- During the chasm period, the number one concern of pricing is not to satisfy the customer or the investor, but to motivate the channel.- When crossing the chasm we are looking to attract customer oriented distribution by using distribution oriented pricing. There are two types of pricing strategies: value based and cost based. The value based strategy is based on the final big value the client will realize using the product while the cost based is dependent upon the cost incurred to deliver the product.

I first read this book some years ago when I was building an early adopter product . It's concerns (going mainstream, appealing to pragmatic buyers) seemed remote and misplaced. Having been through the chasm I have grown to appreciate it's sound advice. What is necessary to achieve early product success is very different from enduring , mainstream success. Building a whole product solution is as important, if not moreso, than marketing a cutting edge subcomponent . Valuable Field guide to a difficult problem

This is my second time through this canonical tech marketing book. The book explains the keys to bringing new tech to market. In particular, the ideas of narrowing to a nitche and assembling a whole product when crossing the chasm. This helps mainstream customers buy as they see a product as a market leader. This is when a category transitions from a product-focused sale to techies and visionaries, to a market-drive sale to more pragmatic and risk adverse customers.

This book offers a true blueprint for companies looking to market and sell innovative high-tech products in a mainstream market.This blue print begins by segmenting customers into groups with different needs and goals (innovators, early adopters, early majority, late majority and laggards). These groups do not form a continuous spectrum. Indeed, there are gaps that exist that any company looking to succeed needs to understand and bridge. Once the company identifies the highly specific target segment within a mainstream marketplace, they then proceed to understanding their compelling reasons to buy. Then they must build around the notion of a "whole product" with the aid of partners as required to make that a reality. To further help the customer, the company must clearly define their competition and how they position themselves with respect to them. Finally comes selecting a distribution channel and ensuring that the sales force is empowered to deliver the required results.From my perspective, this book helps any IT executive understand how to better work with technology vendors. In addition to helping them identify the ones that are indeed there to stay and grow. It also pushes IT executives to make fundamental decisions on where in the consumer spectrum they want to position themselves based on their needs and the risks that they are willing to undertake.In all a very good and informative read. Despite it being originally written in the 90s the fundamentals of the blueprint still hold true. This is a true bible in the field of technology marketing. On the critiquing side, I would say that this book could have been written in a more concise fashion. It seemed slow at times, when reading it. Also, it would have been great to see updated examples of the principles described which would make it easier to reflect upon from a more recent perspective.

There are a number of great insights in this book, especially for engineers who are beginning to climb up out of their heavy technical world and want to have true and serious impact on the real world. I was a bit disappointed to see that the transformation to the online version appears to have at least one recurring defect. It looks like some symbol used in lists in the paper book does not translate properly into a symbol in the on-line version. What we see on the Kindle Reader on the iPad are lines starting with "535." It would be nice if there were someway to point out these defects to someone with an expectation of this copy automatically get updated at some point in time.Even with this annoyance, which caused me to downgrade the book by one star, the book is very readable and useful. I was also a bit surprised to see that the Kindle version of the book is slightly more expensive than the paper version, which makes no sense to me at all!

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Signe Bergstrom is a writer and editor of more than 30 illustrated books, including Wonder Woman: Ambassador of Truth. She lives in Croton-on-Hudson, New York.

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Hardcover: 112 pages

Publisher: Chronicle Books (April 9, 2019)

Language: English

ISBN-10: 1452173958

ISBN-13: 978-1452173955

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Hardcover: 750 pages

Publisher: Chapman & Hall; Subsequent edition (May 1, 1985)

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Paperback: 66 pages

Publisher: CreateSpace Independent Publishing Platform; 1 edition (June 12, 2015)

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, by Tahereh Mafi

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Product details

File Size: 4275 KB

Print Length: 421 pages

Publisher: HarperCollins; Reprint edition (February 4, 2014)

Publication Date: February 4, 2014

Sold by: Amazon Digital Services LLC

Language: English

ASIN: B00DB2YN0C

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Word Wise: Enabled

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Amazon Best Sellers Rank:

#14,121 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

This book made me question a lot of things - firstly, about why it is so hyped, and secondly, what are others seeing that I am missing out? I genuinely had to ask some of my friends what they thought of the book, because I saw so many high-rated reviews for it (not from my friends but others I follow on GR) and I mostly got 'eh I didn't like it much either' kind of answers. Maybe it was the time in which it released - the era of dystopias, but this is more like a romance set in a dystopic world than a true dystopia. Honestly, this book takes the love triangle to a cringe-worthy level, and WAIT I KNOW YOU MAY HAVE LOVED THIS BOOK BUT I GOTTA GET MY FEELINGS OUT IN A RANT before I can even continue with what I actually liked. Buckle your seat belts, darlings, because this one is going to be gif-fed up!Firstly, I gotta ask - WHY? Why the focus on the romance in a dystopia? I am not one for sticking to genre conventions - heck, I love when books subvert them and introduce some new elements. But the 'new elements' in this weren't exactly new. There's the childhood friend who is now a hottie trope. Bad boy with (probably) a heart of gold trope (We'll come to that LATER OH BOY). No, what my main problem was with this book sticking its toe out of genre boundaries, is that it does it in the name of the most irritating love triangle. AND I LIKE LOVE TRIANGLES! WHAT HAVE YOU DONE TO ME?!Also, how in this messed up world where people don't have proper living conditions, is the romance the main conflict of the story? It is not even a dystopia-that-looks-like-a-utopia kind of plot that love triangles are usually featured in! The world is dying, there is a fascist government ruling over them, and the first thought of these teens is whether they can get some. (It is not my imagination - there are literally scenes where the making out just happens, due to Circumstances That Just Need to Insert a Hot Makeout Scene) The world-building is sorely lacking in this book - there is barely an explanation given for how the Reestablishment came about, how it is all co-ordinated, how the resistance is not able to do any damage.Adam is this hero complex guy who liked Juliette when she was younger because she acted soooo good, lay down while other kids were tormenting her and stuff. He, of course, defended her and beat up the other kids, but his double standards are such that he admired her for not fighting back?! The romance with him would have been more believable if there was some actual development, but considering it is all silence glances in the start and very little conversation on her part, I'm declaring this as insta-love and a case of I-need-human-touch-STAT. I get that Juliette didn’t have anyone to touch for years, but that doesn’t mean his touch will immediately comfort her in every circumstance. It is more like an excuse to have them kissing again and again.Also his actions don't make much sense in the context of what he does have to lose from helping her - don't get me wrong, I liked that he didn't turn out to be shady or a backstabbing betrayer, but I also don't see why he would risk so much with barely a plan.And the writing doesn't help matters, really. Sure, there is the fact that this is narrated as Juliet's thoughts, so we get a very close understanding of what she is going through, and some crossed out sections where we see her replacing what she wants to say with what she actually says. But why did there have to be so many METAPHORS?! I get that Juliet loved books a lot, but I have read like over 2000 books in my life, and I don't talk inside my head like everything is inexplicable without a weird metaphor attached to it. It gets too much at time, like body creaking like a staircase? Also, another weird quirk is sometimes numbers are used instead of the words for numbers, which kinda ruins the flow in a sentence. And this may be minor, but why the heck is Juliette gasping so much? This girl is made up of being surprised all the freaking time.Adam lifts her up? Gasp! Castle agrees with her on something? Gasp! Warner being his usual terrible self? Gasp! Adam kisses her? You guessed it right - Gasp! (Actually the last one can be forgiven but I'm not in the mood)And let's move on to the other part of the triangle -Warner - by the way, does it count as love triangle if one guy is just being plain obsessed with her even when she is like 'eww no dude get away from me'? He literally thinks she is like him, and they have a CONNECTION and she just HAS TO BE AT HIS SIDE as he rules over his corner of the world.Dude, why are you so dense? He constantly invades her personal space and treats her like a possession than a human being capable with her own agency. How is he even a love interest? Also, this book had his short story attached, to which I am only going to say: nah, doesn't excuse what you did, you ass. He knows Juliette was psychologically tortured, and his idea to make her better is to psychologically torture her more? How is he even justifying torturing her considering what he himself went through?Finally, let's get to the parts that I did like - I liked the getting into Juliette's head way of narrating this book. She is a character kept in the dark (literally and metaphorically) so she sort of reveals the terrible world as she goes through the book. She also shows resourcefulness, and a hint of grey morality when it comes to getting things done (still, stay away from her, Warner!). But what I really liked was in the second half, when we get to meet the X-Men other people like her. I mean, she is basically a stand-in for Rogue, and there's this secret underground bunker where other mutantspowered people live, so I was excited about that, and what that would mean for this story. But it does arrive like pretty later in the story, so my enjoyment of that was already affected by my irritation with the love triangle.Overall, this is a book that I wanted to love, majorly because I love books about powered people but the focus and main storyline of the book had me disappointed in it.

I had seen this around a lot and a lot of people had recommended it, but it wasn't really high on my TBR list, and I just kept putting if off. But I eventually gave in. This was not what I was expecting at all. There is an interesting writing style, sort of contradictory I guess is the best way to describe it, when the story starts the main character has spent almost a year in an insane asylum, so she questions everything, including her own motivations, and this certainly makes it unique. I thought it would focus a lot more on the world building of the dystopian aspects like most first books in a series do, but instead it focuses much more on the characters, and in particular how the main character discovers what has happened and what it takes to live in this world. We discover things as she does, and I thought that was done very well. The plot is solid, with a steady pacing, and I loved every second of it. The ending was amazing and possibly the best part of the book, there's no cliffhanger at the end, but by the end I was so invested, I didn't need one to want to read the next book so bad. I enjoyed this so much more than I thought I would, it's just a great read, definitely unique and different from other dystopians, and I'm looking forward to reading the next book in the series.

I bought this book to see what all the fuss was about; I wish I had not wasted my money. First of all, the authors style of writing is horrible. I understand some people found it new and unique, but for me it was annoying. The constant strike-outs throughout the book caused a hindrance, because I had to pause and try to read what was under the strike. They really provide nothing for the story. Also, the author has a way of repeating herself "his eyes so blue so blue so blue so blue so blue". I found myself begging her to pick up a thesaurus. There are better ways to describe things then repeating the same word six times. She does this every other page and does NOT use commons or other proper punctuation. I understand this is her writing style, but I did not care for it.I would not recommend this book for anyone over the age of twelve, yet at the same time "shit" is used frequently throughout the book and I'm not sure that's appropriate for a younger reader.The MC is another copy of a do-gooder heroine with incredible power and yet she cowers in the corner,"I don't want to hurt anyone boo hoo" instead of being the badass she could be. I'm tired of these Bella Swan characters who let people walk all over them. She lacks depth and by half way through the book I was so sick of her repetitive whining I wasn't sure I would be able to finish it.The love interest, Adam, declares instalove. The author tires to give them a backstory; that they knew each other as children, but never interacted and never had a conversation. So, when they meet years later and STILL never have a conversation (they just stare at each other) I was left thinking WTF when they are suddenly in love. There is no reason to root for them, because they have no foundation to fight for.Descriptions of basically everything is lacking, replaced by "I am not insane. I am not insane. I am not insane. I am not insane. I am not insane"This novels only saving grace is the antagonist, Warner. He is the only well developed character in the entire book. It is a shame the author did not put the same effort into the rest of her characters and world creation as she did the bad guy.This book was painful to get through and in the end I found myself skimming just to finish it. I will not be reading the rest of the series.

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