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Geoffrey Moore is an author, speaker, and advisor, widely known for his seminal book Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers, which many consider the most important book ever written on go-to-market strategy. Moore\u2019s work is focused on the market dynamics surrounding disruptive innovations, and how one overcomes the challenge of transitioning from serving early adopters to the mainstream. In this episode, we discuss:

\u2022 What \u201ccrossing the chasm\u201d means

\u2022 What steps to take before you try crossing the chasm

\u2022 The importance of winning a marquee customer

\u2022 The role of executive sponsors in the sales process

\u2022 The differences between visionaries and pragmatists, and how to build for each

\u2022 Geoffrey\u2019s four go-to-market playbooks based on stage: Early Market, Bowling Alley, Tornado, and Main Street

\u2022 The problem with discounting before crossing the chasm

\u2022 \u201cDeadly sins\u201d to avoid when crossing the chasm

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Find the full transcript at: https://www.lennysnewsletter.com/p/geoffrey-moore-on-finding-your-beachhead

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Where to find Geoffrey Moore:

\u2022 X: https://twitter.com/geoffreyamoore

\u2022 LinkedIn: https://www.linkedin.com/in/geoffreyamoore/

\u2022 LinkedIn posts: https://www.linkedin.com/in/geoffreyamoore/recent-activity/articles/

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Where to find Lenny:

\u2022 Newsletter: https://www.lennysnewsletter.com

\u2022 X: https://twitter.com/lennysan

\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Geoffrey\u2019s background

(04:03) What people often get wrong about Crossing the Chasm

(05:58) Finding your beachhead segment

(09:29) The four inflection points of the technology adoption lifestyle

(15:45) Geoffrey\u2019s bonfire and bowling alley analogies

(18:36) Steps to take before trying to cross the chasm

(22:19) Signs you\u2019re ready to cross the chasm

(25:19) Advice for startups on where to start

(27:31) Thoughts on venture capital

(27:53) A general timeline for crossing the chasm

(30:52) What exactly is the \u201cchasm\u201d?

(32:35) The difference between visionaries and pragmatists

(36:05) Finding the compelling reason to buy

(43:45) The Early Market playbook

(45:46) The Bowling Alley playbook

(48:39) Different sales approaches for early market and bowling alley

(51:26) Changing the value state of the company

(53:28) The Tornado playbook

(57:35) Why combining playbooks doesn\u2019t work

(59:10) Using generative AI in different market phases

(01:03:02) The risks of discounting

(01:04:21) Other \u201cdeadly sins\u201d of crossing the chasm

(01:09:09) Positioning in crossing the chasm

(01:10:36) Product-led growth and crossing the chasm

(01:13:54) The challenges of software and entrepreneurship

(01:16:35) How Geoffrey\u2019s thinking has evolved

(01:19:30) The importance of entrepreneurship and impact

(01:20:42) His book The Infinite Staircase

(01:23:58) Connect with Geoffrey Moore

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Referenced:

\u2022 Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986

\u2022 Oracle: https://www.oracle.com/

\u2022 Documentum: https://www.opentext.com/products/documentum

\u2022 Figma: https://www.figma.com/

\u2022 Notion: https://www.notion.so/

\u2022 Salesforce: https://www.salesforce.com/

\u2022 Intel: https://www.intel.com/

\u2022 Jason Fried challenges your thinking on fundraising, goals, growth, and more: https://www.lennyspodcast.com/jason-fried-challenges-your-thinking-on-fundraising-goals-growth-and-more/

\u2022 The Mayo Clinic: https://www.mayoclinic.org/

\u2022 Coda: https://coda.io/

\u2022 An inside look at how Figma ships product: https://coda.io/@yuhki/figma-product-roadmap

\u2022 Dylan Field on LinkedIn: https://www.linkedin.com/in/dylanfield/

\u2022 Regis McKenna on Crunchbase: https://www.crunchbase.com/organization/regis-mckenna-inc

\u2022 Andrew Grove: https://en.wikipedia.org/wiki/Andrew_Grove

\u2022 A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch): https://www.lennyspodcast.com/a-step-by-step-guide-to-crafting-a-sales-pitch-that-wins-april-dunford-author-of-obviously-awesom/

\u2022 Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021

\u2022 B2B Go-to-Market Playbooks and the Technology Adoption Life Cycle: https://www.linkedin.com/pulse/b2b-go-to-market-playbooks-technology-adoption-life-cycle-moore/

\u2022 Juniper: https://www.juniper.net/us/en.html

\u2022 Sal Khan on LinkedIn: https://www.linkedin.com/in/khanacademy/

\u2022 Khan Academy: https://www.khanacademy.org/

\u2022 How the Star Wars Kessel Run Turns Han Solo Into a Time-Traveler: https://www.wired.com/2013/02/kessel-run-12-parsecs/

\u2022 Atlassian: https://www.atlassian.com/

\u2022 Martin Casado on LinkedIn: https://www.linkedin.com/in/martincasado/

\u2022 The Infinite Staircase: What the Universe Tells Us About Life, Ethics, and Mortality: https://www.amazon.com/Infinite-Staircase-Universe-Ethics-Mortality/dp/1950665984

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.