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Element 27. Strategy for Breaching the Chasm > Relevance—why add this element?

Relevance—why add this element?

There are several stages in converting your idea to value. This book addresses the earliest: conception. Ultimately you hope to build a wonderful enterprise that creates many jobs and great personal wealth for the shareholders. Along the way you first must win seed funding, then first-round funding, then launch, and so forth. Imagine that you have successfully penetrated the market and you are at critical mass—you cannot easily be pushed out of the market. However, before you can reach the last plateau that leads you toward harvest, you must inspire a broad sector of the customer profile to purchase your product or service. You must breach the chasm that often exists between the successful launch and the land of lengthening margins, break even, and talk of harvest. The question here is this: what is your strategy for this maneuver? Note the dynamics of consumer products versus products destined for other businesses (often called “B2B,” as in business to business). There is a temptation to view this element as relevant only to consumer products. However, it applies to all kinds of products. It is often possible to foresee how you will breach the chasm within the first moments of an idea’s existence, and this is where you score that forecast.


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