Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers

A must read for anyone in the hi tech industry. Not just for sales and marketing folks, but for product managers and developers. This is an eye opener in how to best sell high tech products.  I only first read this a couple years ago.

Some key takeaways for me:

  • When the company is crossing the chasm, everyone in the company must be focused on crossing, not just the Sales & Marketing groups. You need company unity.
  • Have to show your new technology enables strategic leap forward for your customer.
  • Learned the term Whole Product, The minimum set of products and services needed to fulfill the compelling reason to buy for the target customer. Every high tech company needs to define their œwhole product
  • If the bug report and product enhancement list are not managed properly it will bring the entire development organization to it knees. The whole product manager needs to own the list. Everyday the enhancements list is in the hands of the original pioneers, the company risks making additional development commitments to un-strategic ends. I’ve seen this happen.”

The Shallows: What the Internet Is Doing to Our Brain (with hyperlinks)

The Shallows was an excellent read.  It was also a heavy read.  There were a few chapters that dove into how the brain works.  I wouldn’t classify The Shallows as a pop culture book.

The author walks the reader through many forms of communication and provides an interesting perspective along the way.

CD cover of book

I learned that books, as we know them today (sentences, paragraphs, chapters combined into a book) didn’t come into existence until ~1500s (the written word existed for a preceding 1000-2000 years).  Until then, the written word was a long long continuous run of words, no punctuation, no sentence structure, no paragraph structure.  The innovation of those structures hadn’t yet been envisioned. Books were originally believed to “dumb down” (my words) society; until then we were largely a verbal society.  Magazines were originally believed to replace books.  The disruptive Edison phonograph was also thought to eliminate books as people could conveniently listen to books.  There have been a lot of potential book-displacement technologies over the centuries, but the written book prevails.  Interestingly, I “read” this book via a streaming book service, audiobooks.com, using my smart phone + bluetooth headset in the car.

Will the internet displace the book?  One great quote: the internet isn’t a learning enrichment tool, but an interruption system.  One component of the title’s premise of the book, “Is the internet making us dumb?” speaks towards hyperlinks.  How instead of providing value, hyperlinks cause such a distraction to reading on-line, that we’re unable to extract deep meaning from the text.  Instead of focusing the brain on deep understanding of the material, it’s continually asked to perform mini-evaluations along the way. Example, “should I click that link?”  When we do click, we’ve potentially shifted our brain again into first gear to read some related content. Then again and again, never submerging ourselves into the deep reading mode where we (apparently) comprehend and retain the most. Don’t believe the author, read the same book review here without any hyperlinks – which was easier to read?

The Shallows deserves a second read.

Who should read this book: Internet content creators

The Shallows: What the Internet Is Doing to Our Brain

The Shallows was an excellent read.  It was also a heavy read.  There were a few chapters that dove into how the brain works.  I wouldn’t classify The Shallows as a pop culture book.

The author walks the reader through many forms of communication and provides an interesting perspective along the way.

I learned that books, as we know them today (sentences, paragraphs, chapters combined into a book) didn’t come into existence until ~1500s (the written word existed for a preceding 1000-2000 years).  Until then, the written word was a long long continuous run of words, no punctuation, no sentence structure, no paragraph structure.  The innovation of those structures hadn’t yet been envisioned. Books were originally believed to “dumb down” (my words) society; until then we were largely a verbal society.  Magazines were originally believed to replace books.  The disruptive phonograph was also thought to eliminate books as people could conveniently listen to books.  There have been a lot of potential book-displacement technologies over the centuries, but the written book prevails.  Interestingly, I “read” this book via a streaming book service, audiobooks.com, using my smart phone + bluetooth headset in the car.

Will the internet displace the book?  One great quote: the internet isn’t a learning enrichment tool, but an interruption system.  One component of the title’s premise of the book, “Is the internet making us dumb” speaks towards hyperlinks.  How instead of providing value, hyperlinks cause such a distraction to reading on-line, that we’re unable to extract deep meaning from the text.  Instead of focusing the brain on deep understanding of the material, it’s continually asked to perform mini-evaluations along the way. Example, “should I click that link?”  When we do click, we’ve potentially shifted our brain again into first gear to read some related content. Then again and again, never submerging ourselves into the deep reading mode where we (apparently) comprehend and retain the most. Don’t believe the author, read the same book (URL listed below) embedded with hyperlinks and pictures – which was easier to read?

https://stomphorst.ca/2012/07/26/the-shallows-what-the-internet-is-doing-to-our-brain-with-hyperlinks/

The Shallows deserves a second read.

Who should read this book: Internet content creators