Geoffrey Moore is an author, speaker, and advisor, widely known for his seminal book Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers, which many consider the most important book ever written on go-to-market strategy. Moore’s work is focused on the market dynamics surrounding disruptive innovations, and how one overcomes the challenge of transitioning from serving early adopters to the mainstream. In this episode, we discuss: • What “crossing the chasm” means • What steps to take before you try crossing the chasm • The importance of winning a marquee customer • The role of executive sponsors in the sales process • The differences between visionaries and pragmatists, and how to build for each • Geoffrey’s four go-to-market playbooks based on stage: Early Market, Bowling Alley, Tornado, and Main Street • The problem with discounting before crossing the chasm • “Deadly sins” to avoid when crossing the chasm — Brought to you by: • CommandBar—AI-powered user assistance for modern products and impatient users: https://www.commandbar.com/lenny • WorkOS—An API platform for quickly adding enterprise features: https://workos.com/ • Arcade Software—Create effortlessly beautiful demos in minutes: https://arcade.software/lenny Find the transcript and references at: https://www.lennysnewsletter.com/p/geoffrey-moore-on-finding-your-beachhead Where to find Geoffrey Moore: • X: https://twitter.com/geoffreyamoore • LinkedIn: https://www.linkedin.com/in/geoffreyamoore/ • LinkedIn posts: https://www.linkedin.com/in/geoffreyamoore/recent-activity/articles/ Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • X: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ In this episode, we cover: Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Lenny may be an investor in the companies discussed.