The Chasm medthodology leverages principles from Geoffrey Moore's writings, plus insignts gained in hundreds of consulting engagements in a myriad of high-tech sectors.
The Technology Adoption Life Cycle (TALC) models how different groups of customers adopt to discontinuous innovation at different times. This model helps high-tech marketers build the best strategy for each phase of a product's life. The graphic below shows the markets that develop along the TALC and the types of customers that dominate them.
The major tool for creating a strategy statement is the Market Development Strategy Checklist (MDSC). This 9-point tool is designed to:
- Keep your thinking focused and logically arranged.
- Provide a framework for an iterative process. If you find yourself blocked on a certain element, you can go back and reexamine earlier choices, changing your thinking if necessary.
- Combat the tendency of companies to base certain elements of strategy on reasons such as "that's the way we always do it."
- Enable you to develop a strategic statement that can be summed up on a single slide—an effective way to communicate your strategy to a variety of stakeholders
The MDSC consists of a set of nine key points. There are not eight or 10. There are nine. And they should be approached in order. Each point is based on the assumptions that precede it. Different market development strategies, however, will stress certain points more than others so the time and energy you devote to each may vary significantly.
Developing strategy is not enough. Implementation Planning is key. As Geoffrey Moore has so elegantly stated, "Regardless of how brilliant or sophisticated the strategy, it has little value if not adopted and implemented."