Tech Products Fail to “Cross the Chasm” Because of Communication

Communication is all-to-often the reason that products don’t make it across the chasm. Yet this is under-reported in the literature, perhaps because it’s easier to blame the technology. Or because the steps taken to redesign a product are concrete while communication is abstract.

I know, also, that too many companies have been burned by dumping big bucks into wrongly conceived communication campaigns. This is unfortunate because done right, communication brings companies the ability to gain control of the market response to their product.

Here’s a post I recently wrote for TheShelfPotato.com. It took smart marketing, communication, and merchandising by DirecTV to avoid becoming an enthusiast only product.

Many Google efforts also fail to cross the chasm – primarily because Google fails to communicate their value as discussed here.

So if you have a tech product that spends lazy days sitting on the shelf, maybe the right communication could bring it alive like TV did for WebTV.

Copyright 2010 – Doug Garnett

About Doug Garnett
Growing retail based businesses through television, DRTV, and all forms of video. Doug is a strategist, executive producer, director, author, & teacher.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: