chasm-crossing inside the enterprise
DESCRIPTION
An overview of Geoffrey Moore's Crossing the Chasm and how it's approaches provide insights for more traditional adoption and awareness efforts inside the enterprise.TRANSCRIPT
© 2011 IBM Corporation
Chasm-crossing inside the EnterpriseSanta Clara University
Wolf Cramer – Business Transformation Consultant
04 April 2011
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What is this?
Tired
ThirstyHungry
Sore
An Empathy Belly…Raises the awareness of the needs & challenges of being pregnant.
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Everett Rogers’ Diffusion of Innovations theory defined adopter categories to explain the technology adoption lifecycle.
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Characteristics of these adopter categories help explain their differing appetite for new ideas & technologies.
InnovatorsEarly
AdoptersEarly
MajorityLate
MajorityLaggards
Characterization Dreamers Visionaries Pragmatists Conservatives Skeptics
Risk tolerance
Very High High Moderate Low LowestOpinion leadership
Financial lucidity
Social status
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Geoffrey Moore applied Rogers’ insights to start-up marketing for high tech products in his book Crossing the Chasm.
Considered by many to be “the bible for entrepreneurial marketing“
Published in 1991
Adopter groups have differing motivations
– Risk vs. Reward– Revolution vs. Evolution– Lead vs. Follow– Define vs. Apply– Product vs. Ecosystem
High-tech products need radically different marketing strategies
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Companies fall into “The Chasm” when they fail to adjust marketing strategies based on initial successes.
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How do these theories about high-tech marketing apply inside large traditional enterprises like IBM?
This year IBM celebrates 100 years of innovation, This year IBM celebrates 100 years of innovation, risk-taking and transformation.risk-taking and transformation.
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CIOCIO
IBM’s CIO is organized to support the full lifecycle of IT from concept through sunset.
InnovationInnovation
5%5%
TransformTransform
20%20%
RunRun
75%75%
What’spossible?
Can we scale it?
Built to last?
Q&A with IBM’s CIO from December 2010 at http://searchcio.techtarget.com/news/2240025466/IBM-CIO-talks-IT-risk-management-mobile-device-security
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Overlaying the organizational design on the Chasm adoption curve provides insights to fuel IBM’s Transform efforts.
InnovationInnovation TransformTransform RunRun
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By understanding the motivations and goals of the audience, we can drive real adoption across the enterprise population.
InnovatorsEarly
AdoptersEarly
MajorityLate
MajorityLaggards
WHO AnyoneThought Leaders
Senior Executives
Middle managers
Specific-skilled
WHATDemonstrate
conceptsFeatures ROI
Integration & Stability
Foundational
WHERE Friends Social Peers AnalystsBrand duration
WHYChange the
worldStay ahead of
the crowdCompetitive advantage
Keep things steady
Doing fineas is
WHY NOTMiss great
opportunitiesMiss great
opportunitiesBeing
overtakenFailure
Change, Uncertainty
HOW MUCH(Tech : Non-
tech)10 : 1 4 : 1 1 : 4 1 : 10 1 : 50
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Use empathy… know what it’s like to walk in your audience’s shoes!
Source: http://www.buy-discount-shoes.com/uploaded_images/buy-discount-shoes-760437.jpg
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Thank you! Questions?
Senior Management Consultant
Certified in strategy & change consulting
Part of IBM's CIO organization
Large enterprise IT transformation efforts
Support IBM’s sales channels
Wolf CramerBusiness Transformation Consultant
IBM
http://www.twitter.com/wolfc
http://wolfc.posterous.com/
SCU EMB
A 2007