"the tendency when you're in the chasm is I just need more customers I should take any customer I could find right because I we need we need Revenue right it's like taking a match and running it back a..."

"is the author of maybe the most influential and important book on go to market ever written crossing the chasm even though it's sold over a million copies still feels like people continue to reinvent ..."

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"most about what people still don't get about the things that you teach particularly crossing the chasm you wrote that I think 33 years ago at this point you have a lot of follow-up books around the to..."

"however you choose to and and people people sometimes do that in ways that are just they actually end up Mis being very misleading about what what's possible uh so I I can remember one person early on..."

"with the fact that their world's more important than my world so I try to work with their with their with their world so that's exactly where I actually wanted to go next is this idea of starting very..."

"power around your company that you can navigate your future on your own power so where does power come from uh in an early adopting technology world first of all it'll come from can you get a lighthou..."

"problem is still un it's not that it's unsolved it's being solved in a crummy way and and by the way in a deteriorating crummy way so it's getting actually worse so there's pressure for them to act th..."

"most other categories at some point you have this third inflection point which is it's when people go well wait a minute Wi-Fi isn't just for you know Financial analysts or isn't just for Wi-Fi is for..."

"models and and and crossing the chasm was about that second amazing you touched on so many things that I want to talk about I definitely want to dive into the bowling alley metaphor and strategy there..."

"that have made crossing the chasm uh uh successful the one that we wrote about first was this company called documentum and it's a good example so was a document management database back in the day th..."

"petrochemical guys got well the the the chemical guys got then the petrochemical guys got and of course they're oil and gas and they say well you do an add dish we have all these leases and all these ..."

"customer that puts you on the map so don't don't that's that because if you're not you need to get Vis you need to make yourself visible before you can make the crossing the chasm play Let's assume yo..."

"that's a fish to Pond ratio thing so you want to think about particularly as you're starting out if you if if you could if you could this is a B2B model predominantly if I could take the top 20 custom..."

"with them amazing and this phase comes you kind of imply comes after say you're at a million dollars AR you don't do this sort of work of trying to cross the chasm at that point until you reach someth..."

"would go essentially the advice here is if you're a new early stage startup one of the biggest Milestones you want to aim for is a big Marquee customer like when I think about this and look at a start..."

"thing there that is really interesting and then say that you are an early stage startup again how soon do you think it makes sense to invest in finding that big Marquee customer versus finding some sm..."

"I would try to get to cash flow break even on my own money with no Venture Capital the only reason you need venture capital is if the with two things either a that the technology is too expensive and ..."

"yeah yeah that's I mean you know I'm I'm you know this is like another an English major doing math right so be careful but but because I am an English major and you know but but in general because aga..."

"that's a little bit weird because if you've invented chat GPT and now you're saying but I am going to solve the third grade math problem which is a real problem but chat GPT can do any I know but we'r..."

"sure they were using it and they were also just fixing the most ridiculous bugs that were not important because they just wanted to make sure they were really happy with it and where a larger company ..."

"important and this was funny because this I was working at a at Bridges McKenna which was this marketing agency that was sort of the Premier high-tech marketing agency in the 80s and we had all these ..."

"stuff yeah and the by these other pragmatists need to feel that this is my person this is just like and they love it I mean by the way one of the reasons that pragmatists have a certain it's not they ..."

"conservative with other so it it the way to really think about them is what is my Persona in relation to this decision I love this example of the Junior High dance problem where nobody wants to go ask..."

"cross the CM and a big part of that is obviously there's they have bosses they have checklists they have compliance people they have it people they have they have people that need to build buy into th..."

"this problem to everybody in the room and our answer sucks he wouldn't say it that way but but that's the truth and and therefore we're kind of at the I mean I'm getting the message first of all my bo..."

"product demo has never been easier with browser based recording arcade is the no code solution for building personalized demos at scale arcade offers product customization options designer approved ed..."

"It come on let's move on it ain't broke don't fix it if it is broke who who has fixed it is there fix in production does the fix work I want that in other words it's a it's a basically to your to Apri..."

"reason to but if you look around like you know kids who are struggling with school okay that the parent has a compelling resour anything with healthare compelling reason to buy anything with with with..."

"hard for a series of entrepreneurs because they want to give a demo they want to tell the story they want to share their Vision the answer is we don't care we don't want to hear your story we hate Dem..."

"even more helpful would be like what does it look like when you're in the early market like what do how do you know if you're in the early Market versus in the bowling alley versus in the tornado okay..."

"for the for the bowling alley one then then the Playbook is no within where's the problem and then you got to take it down in what geography what industry what profession what use case and that takes ..."

"around the lead genin is hey do you have any of these seven symptoms of you know fatal churn right and people the people that respond to that add are pre-qualified and then and then the bdr if you're ..."

"take notes and by the way this is a place where you probably still want to remember to use a pen because you actually want them to see you writing down their words because that means okay he's listeni..."

"understand how Venture Capital funding works for a second this is important a venture capitalist gives you money and what they're buying from you with this money is I want you to use this money to cha..."

"oh my God I'm running out of money so you you the sooner you can get off with the I'm running out I mean and particularly last year was well last year was fatal to a huge number of companies because t..."

"positive yeah and as long and you know and you'd like to grow and you might want to raise money but the point is if you do go out to raise money you get to raise money at a different valuation so the ..."

"was going to say AI is clearly a an example of being in the tornado so maybe just talk a little bit about what that is the tornado phase and then there's the Main Street Playbook so how do you know th..."

"people go well yeah we all want we all want Wi-Fi we all want mobile apps we all want cloud computing we all want whatever it is and now what happens is and by the way the prag is heard is they went f..."

"you know and a chimp is like a local gorilla I'm not the gorilla but but for my you know I'm not I'm not Cisco I'm Juniper but for Telos Juniper was the Cisco of Telos you know at that time so that th..."

"continues working and doesn't deteriorate by the way the way I would just of last two is think of tornado as kind of the land and Main Street as the expand I mean that's not a bad way to think about t..."

"overinvestigation Market has moved to the next phase but I'm really good at the old Playbook so I want to stay with the Playbook I'm good at and so that's when they get in trouble so I think that's ex..."

"bless you know it's it's kind of like just an add-on to teams or to to your whole Office 365 Suite stuff that's in the tornado right now I don't know I'm trying to think about what in the what is the ..."

"think would and modest disruption for the bowling alley you'd say I don't if this is bowling alley or or early early market I'll say it's bowling alley so if you're Sal Con and you have the Con Academ..."

"were talking about that lawyer example I was thinking part of the pitch would be and it's also a lot cheaper but that reminds me of this other post that you wrote the seven deadly sins of crossing the..."

"to pick on a couple of these other sins that you mentioned one is you call the Target customer mixup can you talk about that the key to this whole crossing the chasm Playbook is you know start with th..."

"and you may not know them uh typically my experience is you probably have worked with at least one company in the industry at some point along the line it's it's it's kind of odd if you just had never..."

"might go after it so I think this is worth spending a little more time on this idea of how you know you're ready to cross the chasm so one is you find one very excited Marquee customer then you're sha..."

"the local if if there were if there was a local press they'd be all over it right the Castle Run The Castle Run thank you the Castle Run in 15 Parx thank you thank you exactly that was his Visionary t..."

"then another deadly s which you've touched on but I think it might be worth sharing again is just this idea you call it the compelling reason confusion where instead of thinking about your compelling ..."

"know you should come back and Dem with this to our this is really interesting right yeah it is really interesting kind of along those lines positioning how important is that and any advice on figuring..."

"do and that's our positioning I love that say you're building a product Le Growth Company a bottomup oriented B2B SAS company is there anything that changes in your advice yeah if you're going to use ..."

"can't because it's it's like saying well yeah I'm G to cure I'm G to cure um Co by just putting vaccines out in public places it's like no people need to learn more no so so you you you you'd have to ..."

"had product Le growth for a long time and I don't know if anyone's heard this perspective on it that if you really want to cross the G I imagine it happens in some form of well and here's the thing if..."

"hardships and I know you went back and forth trying to correct this but what's your what's way to think about what happens so actually Martin and I had a couple to say his biggest by the way his bigge..."

"would say for the for the 20th century that was 95% attack but what was was was so interesting about the change in the century because remember right at the change of the century B2B Tech went in the ..."

"designed for that for that problem so that's that's a different problem so basically if you're building a consumer app don't spend time studying crossing the CM yeah if if you're doing B2B this is the..."

"my goal I mean frankly I don't even know what a billionaire would even do with their money I mean I don't know how they even imagine their money that's a thousand million dollar I mean I don't doesn't..."

"of that book was twofold one was so I was looking around this is an American sort of experience the the between social media and the politicians or whatever our our ability to defend Traditional Value..."

"anyway that is beautiful message to end on I promised I'd get you out of here in one minute and so just to let people know you do speaking you do Consulting where can people find you online if they wa..."