Chasm-crossing inside the Enterprise

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Chasm-crossing inside the EnterpriseSanta Clara University

Wolf Cramer – Business Transformation Consultant

04 April 2011

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What is this?

Tired

ThirstyHungry

Sore

An Empathy Belly…Raises the awareness of the needs & challenges of being pregnant.

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Everett Rogers’ Diffusion of Innovations theory defined adopter categories to explain the technology adoption lifecycle.

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Characteristics of these adopter categories help explain their differing appetite for new ideas & technologies.

  InnovatorsEarly

AdoptersEarly

MajorityLate

MajorityLaggards

Characterization Dreamers Visionaries Pragmatists Conservatives Skeptics

Risk tolerance

Very High High Moderate Low LowestOpinion leadership

Financial lucidity

Social status

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Geoffrey Moore applied Rogers’ insights to start-up marketing for high tech products in his book Crossing the Chasm.

Considered by many to be “the bible for entrepreneurial marketing“

Published in 1991

Adopter groups have differing motivations

– Risk vs. Reward– Revolution vs. Evolution– Lead vs. Follow– Define vs. Apply– Product vs. Ecosystem

High-tech products need radically different marketing strategies

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Companies fall into “The Chasm” when they fail to adjust marketing strategies based on initial successes.

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How do these theories about high-tech marketing apply inside large traditional enterprises like IBM?

This year IBM celebrates 100 years of innovation, This year IBM celebrates 100 years of innovation, risk-taking and transformation.risk-taking and transformation.

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CIOCIO

IBM’s CIO is organized to support the full lifecycle of IT from concept through sunset.

InnovationInnovation

5%5%

TransformTransform

20%20%

RunRun

75%75%

What’spossible?

Can we scale it?

Built to last?

Q&A with IBM’s CIO from December 2010 at http://searchcio.techtarget.com/news/2240025466/IBM-CIO-talks-IT-risk-management-mobile-device-security

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Overlaying the organizational design on the Chasm adoption curve provides insights to fuel IBM’s Transform efforts.

InnovationInnovation TransformTransform RunRun

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By understanding the motivations and goals of the audience, we can drive real adoption across the enterprise population.

  InnovatorsEarly

AdoptersEarly

MajorityLate

MajorityLaggards

WHO AnyoneThought Leaders

Senior Executives

Middle managers

Specific-skilled

WHATDemonstrate

conceptsFeatures ROI

Integration & Stability

Foundational

WHERE Friends Social Peers AnalystsBrand duration

WHYChange the

worldStay ahead of

the crowdCompetitive advantage

Keep things steady

Doing fineas is

WHY NOTMiss great

opportunitiesMiss great

opportunitiesBeing

overtakenFailure

Change, Uncertainty

HOW MUCH(Tech : Non-

tech)10 : 1 4 : 1 1 : 4 1 : 10 1 : 50

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Use empathy… know what it’s like to walk in your audience’s shoes!

Source: http://www.buy-discount-shoes.com/uploaded_images/buy-discount-shoes-760437.jpg

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Thank you! Questions?

Senior Management Consultant

Certified in strategy & change consulting

Part of IBM's CIO organization

Large enterprise IT transformation efforts

Support IBM’s sales channels

Wolf CramerBusiness Transformation Consultant

IBM

cramerw@us.ibm.com

http://www.twitter.com/wolfc

http://wolfc.posterous.com/

SCU EMB

A 2007