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Marketers have traditionally identified different kinds of tech consumers: innovators, early adopters, early majority, late majority and laggards. The traditional model assumed that, in the lifespan of a product, the market is first dominated by the innovators followed by early adopters then early majority, late majority and finally laggards. However, there are gaps in the model large enough to cause the most promising product from being adopted by the main street as they transition from one category of consumers to the next. The biggest gap is the one between early adopters and early majority which is referred to as the Chasm. How then do you cross the chasm?

A marketer should focus on one segment at a time using each group as a base for the next group.The most difficult step is making the transition between early adopters and majority, if a successful business can create a major effect in which enough momentum builds, then the product becomes a winner. Firms need to have a focus attack as the needs of early adopters and early majority are different. Once a firm can win a particular niche of users it can then use this to create a bandwagon effect to capture the rest of the market.