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How lasting the impact of social media will have is yet to be determined, but one thing for sure, it has turned the chain of influence upside down. T… - Geoffrey Alexander Moore
" "How lasting the impact of social media will have is yet to be determined, but one thing for sure, it has turned the chain of influence upside down. Today the reader, the lowly reader, that presumably passive consumer of all the great insight handed down by the reporter, confirmed by the analyst, attested to by the reference customer—this reader, I say, has now become the writer! Except it is not a reader/writer. It is reader/writers at large, many readers, the wisdom (or madness) of crowds. We have embarked upon the world's largest and longest cocktail party, and every issue imaginable is up for grabs.
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About Geoffrey Alexander Moore
Geoffrey A. Moore (born 1946) is an American organizational theorist, management consultant and author, known for his work Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers.
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Geoffrey Moore
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Additional quotes by Geoffrey Alexander Moore
Just as in literature, where memorable characters like Hamlet or Heathcliff or even Dirty Harry stand out and become symbols for a larger segment of humanity, so in marketing can whole target-customer populations become imagined as teenyboppers, yuppies, pickups and gun racks, or the man in the gray flannel suit. These are all just images—stand-ins for a greater reality—picked out from a much larger set of candidate images on the grounds that they really “click” with the sum total of an informed person’s experience. These were, in short, the memorable ones.
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Entering the mainstream market is an act of burglary, of breaking and entering, of deception, often even of stealth. Mapping out a global assault plan, attacking on all fronts at once, may work for massively intimidating market leaders who already have troops in place throughout the world, but it is just plain silly for stripling challengers. Instead, we need to pick our spots carefully, attack fiercely, and then dig in and hold.
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