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: the
market development model,how to determine the condition of the
product category new products are launched to, andwhat is required
to move from one stage of the appropriate market for the category
to the next.