High-tech startups can effectively introduce their innovative products to mainstream markets. Initially, these high-tech products only appeal to a small group of visionary early adopters. For these companies to achieve mainstream success, they must bridge the "chasm" that separates these early adopters from the more pragmatic early majority customers.

The strategy begins by targeting a niche beachhead market of early adopters, satisfying their needs exceptionally well, and leveraging their success to create a compelling reason for the mainstream market to buy. However, this transition is fraught with danger. Mainstream customers have expectations that differ greatly from those of early adopters. They prefer comprehensive solutions over stand-alone products and favor evolution over revolution. This necessitates a fundamental shift in the company's strategy, priorities, and focus.

If this transition is not managed effectively, companies may fail to bridge the chasm and reach their full potential. Practical frameworks, examples, and guidance are provided to assist companies in successfully navigating this disruptive transition. The emphasis is on unity, consensus, and prudence, rather than marketing brilliance. By elucidating the reasoning behind key marketing decisions, it allows the entire company, not just the marketing department, to unite and successfully cross the chasm.