The gap between early adopters and the mainstream market isn't a slope, it's a chasm — and most tech products fall straight into it.
About the book
Geoffrey Moore's technology adoption lifecycle explains why a product that thrilled its early adopters can stall completely when it tries to reach pragmatist mainstream buyers, who want proven references and a whole product, not a vision. The bowling-pin strategy answers the resulting go-to-market question directly: pick one narrow beachhead segment, dominate it completely, and use it to knock over the next pin rather than trying to serve everyone at once. It's a go-to-market book written specifically for the moment growth stalls right after early adopters run out.
Best used for
—Planning a go-to-market strategy for a technical product stuck after early adopters
—Picking a narrow beachhead segment instead of chasing the whole market at once
—Positioning a product against entrenched incumbents for pragmatist buyers
“It was to the point, usable, concise and competent. Exactly what I would want in a book I'm reading for work.”
— Anna P (whatIreallyRead), Goodreads
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