The Chasm That Kills Most Startups

So a guy named Jeff Moore wrote a book called Crossing the Chasm. It's one of the hardest marketing challenges that any new product faces. We have the early market who loves new technology, and then we have the mainstream market who waits for things to be proven out a little bit. You know, they've been tested, the company is trusted a little bit more, and then they're ready to jump on the bandwagon. And at the very end, you have the laggards who come in very last, you know, the last people to ever sign up for Netflix. Those are the people that we're talking about. And so from the early adopters to the mass market, that creates the chasm in this. And if your company can't find the mainstream users, it's unlikely it's going to last.