Bridging the Divide: The Bible of disruptive product marketing

This "crossing the Chasm" is a methodology for some high-tech markets. On the market side, I have been no research, has recently held the idea that it is a business, or a business, he has such an engine to launch, that is, markets and products. If there is demand, there is production, can find the demand, provide other people think of the product, then such enterprises can develop. Other things, such as financial management, human management, is a resource control, it is the service above two points, and such as the front-end sales, and the end of the product development, is a market and product strategy for a specific implementation.

1 If I have a good product, then someone will buy my things. I think a lot of people have a problem with the good definition of products, especially High-tech products.

A product is good, refers to the consumer in the shopping when the preference. This "good" is different for different groups of consumers, and as a high-tech enthusiast, you may find that products that are capable of fulfilling complex functions, or that can play a greater role in your use, are good. But as an ordinary consumer, not a lot of high-tech knowledge, or relatively traditional, the High-tech products are inherently resistant to the people, you the more high-tech, he may feel more unreliable.

So, this "good", it must be a market concept, for a different consumer group, this good definition is different. So how to really produce a "good" product, it must be a market problem. To solve this market problem, you need to develop the corresponding product. At the same time, sometimes a certain demand is not just a product can meet, how to win in the competition, to produce a product to serve the market, the market to stimulate a better product virtuous circle, is a company how the key to success. And in this process, how to open a market, or find a market, and then successfully occupy a market, this is a company is very worthy of discussion topic.

2) Too much emphasis on the market, then is not the promotion of Shi Yuzhu so completely through the market to obtain great benefits of behavior?

No. Market strategy, is a technology, is a good tool, but the creation of value is a kind of ultimate pursuit. I believe that Shi Yuzhu is a genius, can be very good to find opportunities in the market, have the ability to drive the team to seize the market to gain benefits. But the benefit is not a play meaningful things, really for a society to produce value, so that people's lives are improved, is a company a great factor.

Therefore, the market strategy is a technology, but it is a good company is not the lack of technology.

This book, then, is aimed at High-tech products, how to promote in the market, and then get the mainstream market recognition of a process methodology. Rigorous and slightly dogmatic.

First, we have to recognize that the market is divided. According to a crowd of age, occupation, geographical location, a market segment of the crowd will be together to communicate. They also refer to each other when making a purchase decision. Most people who buy things may not be independent in making decisions, but are largely influenced by people of the same opinion. and the market strategy, the first is to be based on this point, the formation of a certain market within the impact of the people, mutual recommendation.

Then is a High-tech product market life map, in this life chart has early market, mainstream market two more obvious time period. The mainstream market is about 70% percentage. In the early market, it can be divided into technology enthusiasts, visionaries, mature markets, can be divided into pragmatic, conservative and extreme conservatives. The most significant proportion of the market is the pragmatists and conservatives. The classification here is based on the type of demand for the product, that is, what kind of products for him is "good", worth the purchase of products. For tech enthusiasts, a good tech product is like a good toy, it must have never been played by someone else, and he is happy to find some interesting features in it, and it feels really cool, for visionaries.

He can see that using the new product can bring him some real benefits, although the product is not perfect, but can or will be able to some extent to improve his productivity, or quality of life, he hopes to be able to lead others through this product to achieve high productivity benefits, or a higher quality of life While the pragmatists are not just looking at the product itself, they don't want to risk the use of new products that are not recognized, they tend to take a look at what they have already done, they want to compete in the product, and only use products that dominate the competition. ; Conservatives are receptive to new things, and while the product has gained market recognition, conservatives are psychologically influenced by the desire to maintain a tradition of using something unchanged, while extreme conservatives are simply unwilling to accept any new technology products, These people are only using new products in the absence of a traditional product.

Because this life map is based on the degree of acceptance of a technology product to distinguish, so often a technology product is also first in the early market start, good to do the mainstream market. In such a process, the most difficult part lies in how to transition from the early market to the mainstream market. At this point, the buyer is facing a transition from a visionary to a pragmatist, and there is a big difference between the buying needs of the product. Visionaries see whether the product itself has some potential, and the realist is more concerned about the market's response to the product.

And why? Visionaries want to lead others to get some good products or services to benefit earlier, so they have no obvious pursuit of what the mainstream market has already recognized; and the pragmatists who only fancy that the product can give me a value boost right now, And I don't want to have to take other risks or pay for anything other than the cost of money. What they need is simply to get a certain value.

And often a technology products, especially the provision of a discontinuous innovation product itself is not enough to provide a complete value, he must be and other products, services, this is a new industry, the industry has such a feature, It's just that tech products have been looking for a way to change an industry or a pattern of our lifestyles. In an already developed market, there must be some additional products for some technology products, and these additional products and services, plus the technology itself, can fully meet the needs of people. In this book, it is called whole product. And I think this whole product is that the consumer only needs to pay the money, does not need to pay any other thing, can satisfy own certain kind of demand, that this products is whole product.

For example, e-books, people buy e-books need to meet the needs of reading. If I only spend one money, get an E-book reader, direct ebook search download experience, excellent reading and communication community experience, perfect product maintenance services, this can be called a whole product, is able to make a certain demand for consumers to be satisfied without regret products.

For an entrepreneurial company, the lack of sufficient resources to develop a complete whole product, the most effective way is to narrow the target market for a small market, coupled with a market cooperation, to provide a whole product. In this niche market, you need to quickly become a market leader, because only one market leader can get the most additional product support, which is also the reason for the pragmatic people to take the market leadership. In a market block to get the market stickiness, then go into the similar market, at this time, you have a certain credibility. Rather than the beginning of the product resources, market resources scattered in a large market, especially in this large market as a whole does not have a good mutually recommended discourse channel, then your marketing results are likely to be in every small market block is not a good credibility.

For example, a word processing software, how to formulate marketing strategy? So people who use computers may use word processing, but he doesn't promote such a software to everyone. But for the development of medicine in the process of pharmaceutical products for the application of files to do product development and promotion. And why? Because the life of a certain medicine in the pharmaceutical industry is limited, and this limited time is a part of the time to do document work, so that every minute of document work is a large cost of pharmaceutical enterprises.

For such a market, the word processing software for the product to do a targeted development, immediately in the pharmaceutical enterprises have been recognized, and then the heart of this point for the pedal, to other areas. And in finding such a breakthrough, the way is to find the person who has the greatest pain, and the size of such a market is not a necessity to consider because, only the greater the pain of the market, you can get a breakthrough the higher the likelihood, and what you need is to enter the market in the mainstream market has a starting point, So people will know that your product is a mature product.

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