{"id":51670,"date":"2021-10-20T15:01:00","date_gmt":"2021-10-20T19:01:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=51670"},"modified":"2021-10-28T16:18:50","modified_gmt":"2021-10-28T20:18:50","slug":"technology-adoption-life-cycle-chasm","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/","title":{"rendered":"Crossing the Chasm: Technology Adoption Life Cycle"},"content":{"rendered":"\n<p>What is the Technology Adoption Life Cycle? What is the &#8220;chasm&#8221; in the context of the Technology Adoption Life Cycle model? <\/p>\n\n\n\n<p>The Technology Adoption Lifecycle is a&nbsp;theoretical model that aims to describe customer behavior in relation to the adoption or acceptance of a new product or technological innovation. According to Geoffrey Moore, the author of <em>Crossing the Chasm<\/em>, the Technology Adoption Life Cycle model doesn&#8217;t account for gaps that create the &#8220;chasm&#8221; between the early market and the mainstream market. <\/p>\n\n\n\n<p>In this article, we&#8217;ll discuss the flaw in the TALC model (according to Moore) and his revised explanation of the TALC framework. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">The Problem With the Traditional TALC<\/h2>\n\n\n\n<p>The traditional TALC predicts that as a technology matures, the number of potential new buyers first increases (as the technology starts to catch on) and then decreases (as you run out of potential customers who haven\u2019t already bought it), following the profile of a <a href=\"https:\/\/www.shortform.com\/blog\/the-bell-curve\/\">bell curve<\/a>. The area under the curve represents the total number of customers for the new technology. This area is divided into five categories of prospective customers (innovators, <a href=\"https:\/\/www.shortform.com\/blog\/early-adopters-model\/\">early adopters<\/a>, early majority, late majority, laggards), as shown in the figure below.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"965\" height=\"424\" src=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC.png\" alt=\"\" class=\"wp-image-52707\" srcset=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC.png 965w, https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC-300x132.png 300w, https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC-768x337.png 768w\" sizes=\"auto, (max-width: 965px) 100vw, 965px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Revised Technology Adoption Life Cycle<\/h3>\n\n\n\n<p>The traditional Technology Adoption Life Cycle assumes that sales to the five psychographic categories of customers transition seamlessly from one to the other as the technology matures. Sales in earlier categories <a href=\"https:\/\/www.shortform.com\/blog\/how-to-build-momentum\/\">build momentum<\/a>, prompting adoption in the next category. <\/p>\n\n\n\n<p>However, as Moore explains in<em> Crossing the Chasm<\/em>, the Technology Adoption Life Cycle doesn&#8217;t reflect what actually happens in the markets. He argues that the psychographic differences between the people in each stage of adoption create gaps between each category. Thus, Moore proposes a \u201cRevised TALC,\u201d which recognizes those gaps, as shown below. Because of the gaps, sales momentum in one category doesn\u2019t necessarily carry over to the next. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"410\" src=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC2-1024x410.png\" alt=\"\" class=\"wp-image-52712\" srcset=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC2-1024x410.png 1024w, https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC2-300x120.png 300w, https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC2-768x308.png 768w, https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC2.png 1058w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Distinct Gaps Versus Overlapping Populations<\/strong><\/h3>\n\n\n\n<p>In Moore\u2019s revised TALC, the categories are shown as separate blocks of a segmented bell curve. However, given that Moore acknowledges you may sometimes be <a href=\"https:\/\/www.shortform.com\/blog\/how-to-make-a-sale-2\/\">making sales<\/a> to more than one category at once, a more accurate graphical representation of Moore\u2019s model might represent the categories as individual, overlapping bell curves, as shown below.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"595\" src=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC3-1024x595.png\" alt=\"\" class=\"wp-image-52711\" srcset=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC3-1024x595.png 1024w, https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC3-300x174.png 300w, https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC3-768x446.png 768w, https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/TALC3.png 1263w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>What is the Technology Adoption Life Cycle? What is the &#8220;chasm&#8221; in the context of the Technology Adoption Life Cycle model? The Technology Adoption Lifecycle is a&nbsp;theoretical model that aims to describe customer behavior in relation to the adoption or acceptance of a new product or technological innovation. According to Geoffrey Moore, the author of Crossing the Chasm, the Technology Adoption Life Cycle model doesn&#8217;t account for gaps that create the &#8220;chasm&#8221; between the early market and the mainstream market. In this article, we&#8217;ll discuss the flaw in the TALC model (according to Moore) and his revised explanation of the<\/p>\n","protected":false},"author":7,"featured_media":52715,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,9],"tags":[512],"class_list":["post-51670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-psychology","tag-crossing-the-chasm","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Crossing the Chasm: Technology Adoption Life Cycle - Shortform Books<\/title>\n<meta name=\"description\" content=\"In his book Crossing the Chasm, author Geoffrey Moore presents a revised explanation of the Technology Adoption Life Cycle model. Read more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Crossing the Chasm: Technology Adoption Life Cycle\" \/>\n<meta property=\"og:description\" content=\"In his book Crossing the Chasm, author Geoffrey Moore presents a revised explanation of the Technology Adoption Life Cycle model. Read more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-20T19:01:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-28T20:18:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/teaching-business-planning-strategy.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Crossing the Chasm: Technology Adoption Life Cycle\",\"datePublished\":\"2021-10-20T19:01:00+00:00\",\"dateModified\":\"2021-10-28T20:18:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/\"},\"wordCount\":382,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/teaching-business-planning-strategy.jpg\",\"keywords\":[\"Crossing the Chasm\"],\"articleSection\":[\"Business\",\"Marketing\",\"Psychology\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/\",\"name\":\"Crossing the Chasm: Technology Adoption Life Cycle - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/technology-adoption-life-cycle-chasm\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/teaching-business-planning-strategy.jpg\",\"datePublished\":\"2021-10-20T19:01:00+00:00\",\"dateModified\":\"2021-10-28T20:18:50+00:00\",\"description\":\"In his book Crossing the Chasm, author Geoffrey Moore presents a revised explanation of the Technology Adoption Life Cycle model. 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