Geoffrey Moore (00:00:00): The tendency when you're in the chasm is, "I just need more customers. I should take any customer I could find," because we need revenue. It's like taking a match and running it back and forth under a log. It's not going to light the log. So how do you start a fire? Well, you start it by putting a little kindling, little crumpled up paper, and you hold the match in one place until the fire starts. That's why adjacency is so important. If you light the fire, the piece of kindling is here, but the log is in the other room. That doesn't work. Lenny (00:00:32): Today, my guest is Geoffrey Moore. Geoffrey is the author of maybe the most influential and important book on go-to-market ever written, Crossing the Chasm. Even though it's sold over a million copies, it still feels like people continue to reinvent many of the lessons that Geoffrey uncovered and shared in a seminal book. In our conversation, we discuss why it's so important to get very narrow with your initial audience, how the bowling pin strategy helps you get past early adopters, what the specific go-to-market playbook is for every stage of the adoption lifecycle, why using the wrong playbook during the wrong phase will slow you down. Also, the seven deadly sins of trying to cross the chasm incorrectly. Also, how to sell your product at different personas, why you don't need to focus on the problem and the pain when you're selling to early adopters, plus some real good life advice that I didn't expect. (00:01:22): Geoffrey has so much wisdom to share if you're building a B2B company, and I'm really excited to bring you this episode. With that, I bring you Geoffrey Moore after a short word from our sponsors. (00:01:34): Let me tell you about CommandBar. If you're like me and most users I've built product for, you probably find those little in-product pop-ups really annoying. Want to take a tour? Check out this new feature, and these pop-ups are becoming less and less effective sin...