Geoffrey Moore: belief

Transcript context

…I'm going to pick on a couple of these other sims that you mentioned. One is you call the target customer mix up. Can you talk about that? The key to this whole Crossing the Chasm playbook is start with the world. Don't start with... Well, the question we're trying to answer is where is a small pool of trapped value that we can become our pool? So that's why we have geography, profession, use case. We're just trying to get big enough to matter, but small enough to lead is one. And then once you find that pool, the question you have to say is, "Who controls access to that? Who's going to sponsor my deal in order for me to solve that, to release that trapped value for that company?" That's your target customer. And you may not know them. Typically, my experience is you probably have worked with at least one company in the industry at some point along the line. It's kind of odd if you just had never heard of the industry and you picked that one. Usually that's why I said, "Well, maybe I should have added that to how do you know you're ready to cross the chasm?" You should at least have a hunch. You should at least, "We've done this work, and I think this is the one." Now, you still have to go validate it and make it happen. But basically the way you would validate it is rather than try to go to a research or do something, that won't work. You say, "Well, we're going to run a marketing campaign, a modest one. I'm going to see if I can't get two more of the same use case. I'm willing to bet the next three months of my company by saying in this three months, all we're going to do is try to get two more deals that have this pattern." And that would be kind of the way you 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 sharing, maybe find a couple more and see if it's actually starting to roll and tip.…

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