MassTLC kicked off its CXO Series, "Crossing the Chasm" - What has Changed in the Past Two Decades?” to a packed room in the Seaport District. Geoffrey Moore, author of Crossing the Chasm and Inside the Tornado addressed the audience and revisited his original premise of how and when companies cross a chasm and scale to the next level. Geoffrey continued with his overview, but included more current trends and examples.
He spoke of the mature life cycle of a technology, from emerging market (aka pre-tornado) through the quick and steep climb of growth, followed by the flat mature market, and ultimately – regardless of how successful the technology – a decline. It is between the flat and decline where a company thrives or dies. It is at this juncture the leaders need to innovate and “catch the next wave” bringing the cycle back to its beginning as emerging.
Geoffrey also spoke of “the four gears model” in which a company should continually be focused on one gear. The gears include: enlistment, acquisition, engagement, monetization. This is not to say more than one gear should not be turning at the same time, but to succeed, focus must be on just a single gear.