Marketing and Selling HighTech Products to Mainstream Customers
by Geoffrey A. Moore
More Recommenders
American entrepreneur, investor
American writer, educator, and entrepreneur in the field of consumer psychology and behavioral design (1980-)
Taiwanese songwriter and record producer
American Internet entrepreneur
Canadian businessman
American businessman
American businessman and author
Recommended by 12 notable people, including Ev Williams and Seth Godin
Check price on AmazonRecommended by public sources
Amazon availability
See customer reviews on Amazon →A practical guide to marketing disruptive technology products, built around the idea that many innovations stall between early adopters and the mainstream. Moore offers a clear playbook for identifying a beachhead segment and dominating it before expanding. The advice is direct and actionable, but the case studies—mostly from enterprise hardware and software of the 1990s—can feel distant. Still, the underlying segmentation logic remains useful for anyone navigating the messy middle of tech adoption.
This summary and audience guidance are AI-generated from the book's description and its recommendation history, last updated May 2026. Recommendations, quotes and sources elsewhere on this page come from published material and are not generated.
Every year companies gamble away millions and countless hours of technical talent on doomed efforts to market technology products. Filled with practical insights, this text continues to define high-tech marketing and selling.
Difficulty:medium
Length:239 pages (Short)
Check formats, pricing, and availability options for Kindle, physical print, or audiobooks directly.
View available editions on AmazonWhy recommended
Recommended by 25 sources and appears in Best Startup Books, Marketing, and Sales.
People and public figures who have recommended this book.
Recommendation proof is sourced from public posts, interviews, reading lists, and cited references.
Check formats, pricing, and availability options directly on Amazon.
Consider The Hard Thing About Hard Things by Ben Horowitz. Recommended by 60 sources.
“A blunt, conversational tour through the worst parts of building a company. Horowitz shares personal stories from his own startup failures and recoveries, offering practical wisdom on layoffs, pivots, CEO loneliness, and managing when times are bad. The value is in the honest, experience-based insight you won't get from business school. The limitation is its narrow focus on venture-backed tech startups—if you're not in that world, some advice may feel irrelevant. Reads like a wise mentor telling you what nobody else will.”
Each recommendation is collected from a public source — interviews, articles, or curated lists — and linked to its original URL. Books with many verifiable recommendations from respected people rank higher.
