TEI 079: Cross the chasm using the target market model

Global Product Management Talk is pleased to bring you episode 079 of...

The Everyday Innovator with host Chad McAllister, PhD.

The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers.

About the Episode: I read Crossing the Chasm when it was published in 1991. The third edition was released last year, with updated examples of how companies successfully increased the market for their new products. The book introduced me to the “target market model,” which had a significant impact on how I thought about the relationship between product growth and market segments.

To explore this model, I asked Michael Eckhardt to tell us about it and what it means to cross the chasm. He is the Managing Director & Senior Workshop Leader at Chasm Institute, a consultancy to tech companies.  He joined Chasm after careers at Price Waterhouse, Harbridge Consulting, HP and PepsiCo, and has since worked with over 90 tech-based businesses, spanning 500+ client engagements, over the past 15 years.

In this interview you will learn the:

1. the market development model,
2. how to determine the condition of the product category new products are launched to, and
3. what is required to move from one stage of the appropriate market for the category to the next.