Melissa Clark-Reynolds

BY GEOFFREY A. MOORE

If you only read three books on technology businesses – this has to be #1. 

Technology businesses often start out with a product they have come up with. 

They sell it to early adoptors and innovators (who everyione else thinks are cowboys).  They think that since they have sales the whole thing is about to take off.  They keep adapting the product to meet the needs of their customers (sounds good – "customer driven"). 

Only problem is that now they have a product which doesn't suit the mass market, and they have built a large consulting team to work on implementation and customization.  The Cashflow from the custom work keeps the company going, but isn't scaleable.  HELP!  I have been here – twice.  This is the best book I have read on how to change the business to get into the mainstream/grow, and survive.