/ Developer CD Series 1994 August: Tool Chest / Dev.CD Aug 94.toast / Tool Chest / Games / Mac Game Developer's Handbook / Marketing / Crossing the Chasm

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+--------+-------------------------+-------------------------+--------+--------+
|00000000| 00 12 43 72 6f 73 73 69 | 6e 67 20 74 68 65 20 43 |..Crossi|ng the C|
|00000010| 68 61 73 6d 00 00 00 00 | 00 00 00 00 00 00 00 00 |hasm....|........|
|00000020| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00000030| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00000040| 00 4f 4e 4c 4e 48 4c 58 | 32 01 00 00 00 00 00 00 |.ONLNHLX|2.......|
|00000050| 00 00 00 00 01 b2 b8 00 | 00 06 7e a7 fb e2 0b a7 |........|..~.....|
|00000060| fb e2 11 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00000070| 00 00 00 00 00 00 00 00 | 00 00 81 81 9e f3 00 00 |........|........|
|00000080| 43 72 6f 73 73 69 6e 67 | 20 74 68 65 20 43 68 61 |Crossing| the Cha|
|00000090| 73 6d 0d 4d 6f 76 69 6e | 67 20 66 72 6f 6d 20 45 |sm.Movin|g from E|
|000000a0| 61 72 6c 79 20 53 75 63 | 63 65 73 73 20 74 6f 20 |arly Suc|cess to |
|000000b0| 4d 61 69 6e 73 74 72 65 | 61 6d 20 4d 61 72 6b 65 |Mainstre|am Marke|
|000000c0| 74 20 4c 65 61 64 65 72 | 73 68 69 70 0d 62 79 20 |t Leader|ship.by |
|000000d0| 47 65 6f 66 66 72 65 79 | 20 4d 6f 6f 72 65 2c 0d |Geoffrey| Moore,.|
|000000e0| 52 65 67 69 73 20 4d 63 | 4b 65 6e 6e 61 2c 20 49 |Regis Mc|Kenna, I|
|000000f0| 6e 63 2e 0d 49 74 20 77 | 61 73 20 61 20 57 65 64 |nc..It w|as a Wed|
|00000100| 6e 65 73 64 61 79 20 61 | 66 74 65 72 6e 6f 6f 6e |nesday a|fternoon|
|00000110| 2c 20 61 6e 64 20 49 20 | 77 61 73 20 68 61 72 64 |, and I |was hard|
|00000120| 20 61 74 20 77 6f 72 6b | 2e 20 4d 79 20 66 65 65 | at work|. My fee|
|00000130| 74 20 77 65 72 65 20 75 | 70 20 6f 6e 20 6d 79 20 |t were u|p on my |
|00000140| 64 65 73 6b 2c 20 61 20 | 63 75 70 20 6f 66 20 63 |desk, a |cup of c|
|00000150| 6f 66 66 65 65 20 72 65 | 73 74 69 6e 67 20 63 6f |offee re|sting co|
|00000160| 6d 66 6f 72 74 61 62 6c | 79 20 6f 6e 20 6d 79 20 |mfortabl|y on my |
|00000170| 73 74 6f 6d 61 63 68 2c | 20 6d 79 20 65 79 65 73 |stomach,| my eyes|
|00000180| 20 66 6f 63 75 73 65 64 | 20 73 6f 6d 65 77 68 65 | focused| somewhe|
|00000190| 72 65 20 62 65 74 77 65 | 65 6e 20 6d 79 20 64 65 |re betwe|en my de|
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|00000250| 48 65 6c 6c 6f 2c 20 47 | 65 6f 66 66 3f d3 0d 44 |Hello, G|eoff?..D|
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|00000330| 47 65 6f 66 66 2c 20 49 | 20 75 6e 64 65 72 73 74 |Geoff, I| underst|
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|00000410| 2e 20 4a 75 73 74 20 67 | 69 76 65 20 6d 65 20 61 |. Just g|ive me a|
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|000004e0| 69 6e 69 6e 67 20 74 68 | 65 20 43 68 61 73 6d 0d |ining th|e Chasm.|
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|00000570| 74 68 65 20 74 69 6d 65 | 20 65 6c 65 6d 65 6e 74 |the time| element|
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|00004740| 62 72 6f 61 64 2d 73 65 | 63 74 6f 72 20 6c 65 61 |broad-se|ctor lea|
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|00004790| 74 68 69 6e 6b 20 49 20 | 73 68 6f 75 6c 64 20 77 |think I |should w|
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|000047b0| 4f 68 2c 20 79 65 61 68 | 2e 20 53 75 72 65 2e 20 |Oh, yeah|. Sure. |
|000047c0| 53 65 6e 64 20 6d 65 20 | 61 20 63 6f 70 79 2e d3 |Send me |a copy..|
|000047d0| 0d 41 6e 64 20 77 69 74 | 68 20 74 68 61 74 20 68 |.And wit|h that h|
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|000047f0| 66 66 72 65 79 20 4d 6f | 6f 72 65 20 69 73 20 61 |ffrey Mo|ore is a|
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|00004810| 73 20 4d 63 4b 65 6e 6e | 61 2c 20 49 6e 63 2e 2c |s McKenn|a, Inc.,|
|00004820| 20 61 20 50 61 6c 6f 20 | 41 6c 74 6f 2c 20 43 61 | a Palo |Alto, Ca|
|00004830| 6c 69 66 6f 72 6e 69 61 | 20 66 69 72 6d 20 74 68 |lifornia| firm th|
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|000048c0| 20 74 68 65 20 62 6f 6f | 6b 20 43 72 6f 73 73 69 | the boo|k Crossi|
|000048d0| 6e 67 20 74 68 65 20 43 | 68 61 73 6d 3a 20 4d 61 |ng the C|hasm: Ma|
|000048e0| 72 6b 65 74 69 6e 67 20 | 61 6e 64 20 53 65 6c 6c |rketing |and Sell|
|000048f0| 69 6e 67 20 54 65 63 68 | 6e 6f 6c 6f 67 79 20 50 |ing Tech|nology P|
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|00004910| 74 72 65 61 6d 20 43 75 | 73 74 6f 6d 65 72 73 2e |tream Cu|stomers.|
|00004920| 0d 0d 0d 46 69 67 75 72 | 65 20 31 3a 20 54 72 61 |...Figur|e 1: Tra|
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|00004960| 6c 6f 67 79 20 41 64 6f | 70 74 69 6f 6e 20 43 75 |logy Ado|ption Cu|
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|000049a0| 00 1f 00 01 00 0a 00 00 | 00 00 03 18 02 64 00 2c |........|.....d.,|
|000049b0| 00 08 00 14 05 54 69 6d | 65 73 00 03 00 14 00 04 |.....Tim|es......|
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|00004aa0| 12 13 52 65 67 69 73 20 | 4d 63 4b 65 6e 6e 61 2c |..Regis |McKenna,|
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|000060a0| 00 10 4f 4e 4c 4e 00 64 | 03 60 01 01 00 2a 01 0d |..ONLN.d|.`...*..|
|000060b0| 01 d5 00 2a 24 56 44 75 | 72 69 6e 67 20 74 68 69 |...*$VDu|ring thi|
|000060c0| 73 20 74 69 6d 65 2c 20 | 74 68 65 20 70 72 6f 64 |s time, |the prod|
|000060d0| 75 63 74 20 68 61 73 20 | 62 79 20 6e 6f 77 20 62 |uct has |by now b|
|000060e0| 65 65 6e 20 6f 6e 20 74 | 68 65 20 6d 61 72 6b 65 |een on t|he marke|
|000060f0| 74 20 6c 6f 6e 67 20 65 | 6e 6f 75 67 68 20 66 6f |t long e|nough fo|
|00006100| 72 20 74 65 63 68 6e 6f | 6c 6f 67 79 00 a1 00 64 |r techno|logy...d|
|00006110| 00 10 4f 4e 4c 4e 00 64 | 03 b7 01 13 00 2a 01 1f |..ONLN.d|.....*..|
|00006120| 00 61 00 2a 12 0c 65 6e | 74 68 75 73 69 61 73 74 |.a.*..en|thusiast|
|00006130| 73 20 00 a1 00 64 00 10 | 4f 4e 4c 4e 00 64 03 c3 |s ...d..|ONLN.d..|
|00006140| 01 13 00 62 01 1f 00 67 | 00 29 38 01 61 00 00 a1 |...b...g|.)8.a...|
|00006150| 00 64 00 10 4f 4e 4c 4e | 00 64 03 c4 01 13 00 67 |.d..ONLN|.d.....g|
|00006160| 01 1f 00 6d 00 29 05 01 | 6e 00 00 a1 00 64 00 10 |...m.)..|n....d..|
|00006170| 4f 4e 4c 4e 00 64 03 c5 | 01 13 00 6d 01 1f 00 73 |ONLN.d..|...m...s|
|00006180| 00 29 06 01 64 00 00 a1 | 00 64 00 10 4f 4e 4c 4e |.)..d...|.d..ONLN|
|00006190| 00 64 03 c6 01 13 00 73 | 01 1f 00 76 00 29 06 01 |.d.....s|...v.)..|
|000061a0| 20 00 00 a1 00 64 00 10 | 4f 4e 4c 4e 00 64 03 c7 | ....d..|ONLN.d..|
|000061b0| 01 13 00 76 01 1f 00 7c | 00 29 03 01 76 00 00 a1 |...v...||.)..v...|
|000061c0| 00 64 00 10 4f 4e 4c 4e | 00 64 03 c8 01 13 00 7c |.d..ONLN|.d.....||
|000061d0| 01 1f 00 7f 00 29 06 01 | 69 00 00 a1 00 64 00 10 |.....)..|i....d..|
|000061e0| 4f 4e 4c 4e 00 64 03 c9 | 01 13 00 7f 01 1f 00 83 |ONLN.d..|........|
|000061f0| 00 29 03 01 73 00 00 a1 | 00 64 00 10 4f 4e 4c 4e |.)..s...|.d..ONLN|
|00006200| 00 64 03 ca 01 13 00 84 | 01 1f 00 87 00 29 05 01 |.d......|.....)..|
|00006210| 69 00 00 a1 00 64 00 10 | 4f 4e 4c 4e 00 64 03 cb |i....d..|ONLN.d..|
|00006220| 01 13 00 87 01 1f 00 8d | 00 29 03 01 6f 00 00 a1 |........|.)..o...|
|00006230| 00 64 00 10 4f 4e 4c 4e | 00 64 03 cc 01 13 00 8d |.d..ONLN|.d......|
|00006240| 01 1f 00 93 00 29 06 01 | 6e 00 00 a1 00 64 00 10 |.....)..|n....d..|
|00006250| 4f 4e 4c 4e 00 64 03 cd | 01 13 00 93 01 1f 00 98 |ONLN.d..|........|
|00006260| 00 29 06 01 61 00 00 a1 | 00 64 00 10 4f 4e 4c 4e |.)..a...|.d..ONLN|
|00006270| 00 64 03 ce 01 13 00 99 | 01 1f 00 9c 00 29 06 01 |.d......|.....)..|
|00006280| 72 00 00 a1 00 64 00 10 | 4f 4e 4c 4e 00 64 03 cf |r....d..|ONLN.d..|
|00006290| 01 13 00 9d 01 1f 00 a0 | 00 29 04 01 69 00 00 a1 |........|.)..i...|
|000062a0| 00 64 00 10 4f 4e 4c 4e | 00 64 03 d0 01 13 00 a0 |.d..ONLN|.d......|
|000062b0| 01 1f 00 a5 00 29 03 01 | 65 00 00 a1 00 64 00 10 |.....)..|e....d..|
|000062c0| 4f 4e 4c 4e 00 64 03 d1 | 01 13 00 a5 01 1f 00 a9 |ONLN.d..|........|
|000062d0| 00 29 05 01 73 00 00 a1 | 00 64 00 10 4f 4e 4c 4e |.)..s...|.d..ONLN|
|000062e0| 00 64 03 d2 01 13 00 aa | 01 1f 00 ad 00 29 05 01 |.d......|.....)..|
|000062f0| 20 00 00 a1 00 64 00 10 | 4f 4e 4c 4e 00 64 03 d3 | ....d..|ONLN.d..|
|00006300| 01 13 00 ad 01 1f 00 b0 | 00 29 03 01 74 00 00 a1 |........|.)..t...|
|00006310| 00 64 00 10 4f 4e 4c 4e | 00 64 03 d4 01 13 00 b0 |.d..ONLN|.d......|
|00006320| 01 1f 00 b6 00 29 03 01 | 6f 00 00 a1 00 64 00 10 |.....)..|o....d..|
|00006330| 4f 4e 4c 4e 00 64 03 d5 | 01 13 00 b6 01 1f 00 b9 |ONLN.d..|........|
|00006340| 00 29 06 01 20 00 00 a1 | 00 64 00 10 4f 4e 4c 4e |.).. ...|.d..ONLN|
|00006350| 00 64 03 d6 01 13 00 b9 | 01 1f 00 bf 00 29 03 01 |.d......|.....)..|
|00006360| 68 00 00 a1 00 64 00 10 | 4f 4e 4c 4e 00 64 03 d7 |h....d..|ONLN.d..|
|00006370| 01 13 00 bf 01 1f 00 c4 | 00 29 06 01 61 00 00 a1 |........|.)..a...|
|00006380| 00 64 00 10 4f 4e 4c 4e | 00 64 03 d8 01 13 00 c5 |.d..ONLN|.d......|
|00006390| 01 1f 00 cb 00 29 06 01 | 76 00 00 a1 00 64 00 10 |.....)..|v....d..|
|000063a0| 4f 4e 4c 4e 00 64 03 d9 | 01 13 00 cb 01 1f 00 d0 |ONLN.d..|........|
|000063b0| 00 29 06 01 65 00 00 a1 | 00 64 00 10 4f 4e 4c 4e |.)..e...|.d..ONLN|
|000063c0| 00 64 03 da 01 13 00 d0 | 01 1f 00 d3 00 29 05 01 |.d......|.....)..|
|000063d0| 20 00 00 a1 00 64 00 10 | 4f 4e 4c 4e 00 64 03 db | ....d..|ONLN.d..|
|000063e0| 01 13 00 d3 01 1f 00 d9 | 00 29 03 01 68 00 00 a1 |........|.)..h...|
|000063f0| 00 64 00 10 4f 4e 4c 4e | 00 64 03 dc 01 13 00 d9 |.d..ONLN|.d......|
+--------+-------------------------+-------------------------+--------+--------+