Crossing the Chasm

A foundational go-to-market book on the gap between visionary early adopters and pragmatic mainstream buyers, and how to cross it.

Geoffrey Moore argues that disruptive products stall in a 'chasm' between early adopters and the early majority. He lays out the Technology Adoption Life Cycle and a strategy to cross it: target a single niche beachhead, build the whole product, and use it to topple adjacent segments.

It reframes go-to-market from 'sell to everyone' to 'win a beachhead first' - the single most useful model for taking a new product to market.