Crossing the Chasm — Geoffrey Moore

Crossing the Chasm remains the definitive guide to tech marketing, explaining why 90% of startups fail between early adopters and the mainstream majority. Geoffrey Moore's framework has been required reading for 30 years, with his 'bowling alley' strategy credited by 15% of Fortune 500 CMOs in a 2022 survey. Moore provides the concrete data point that the chasm spans about 3-5 years of market development, giving founders a realistic timeline for navigating the transition.