The following is the third in a series about high-tech market strategy based on Geoffrey Moore’s Crossing the Chasm.

A big, strategic failure that many organizations get into is picking the wrong market. Either, they don’t pick one at all and just see what sticks or else picks a market that is so wide (“everybody with a cell phone,” “mothers over 30,” “all people of a specific religious or ethnic group of a certain age,” “all Java programmers”) that it’s impossible to develop a market penetration strategy.

If your market is everybody, than your market is nobody.  Read more...

Today’s edition of the New York Times has a great article explaining how Twitter can help small businesses with their marketing. It also emphasizes how this service, with millions of members, is mainstream and requires community management.

Many businesses are struggling to make sense of Twitter, but even if it strikes you as an enigma or hype, consider this: many of your customers are already there.

The article points out several important best-practices:  Read more...

1. Listen - “What are people saying about your company? Unlike conversations by phone or e-mail, Twitter conversations usually are not private, and listening is fair game.” People are talking about your company, your competitors, topics that are of interest to you and your business.