Geoffrey Moore

Looking at adoption of high tech innovation, the focus is on adopter categories...

    * Innovators 2.25%

    * Early adopters 15%

    * Early majority 34%

    * Late majority 34%

    * Laggards 15%

Moore's key insight is that the groups adopt innovations for different reasons. Early adopters are technology enthusiasts looking for a radical shift, where the early majority want a "productivity improvement". The latter group want a whole product, where the earlier group only needs the core product, and has the technical competence, and financial resources to make the rest themselves.

Moore was influenced his by theories from Everett Rogers, a communications academic who pioneered diffusion of innovations (technology adoption) theory.

Books

* Crossing the Chasm: Marketing and Selling High-tech Products to Mainstream Customers (1991, revised 1999)

* Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge (1995) revised as Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (2004)

* The Gorilla Game: An Investor's Guide to Picking Winners in High Technology (with Paul Johnson and Tom Kippola, 1998) revised as The Gorilla Game : Picking Winners in High Technology (1999)

* Living on the Fault Line : Managing for Shareholder Value in the Age of the Internet (2000), revised as Living on the Fault Line, Revised Edition: Managing for Shareholder Value in Any Economy (2002)

* Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution(2005)

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