Crossing the Chasm in Food and Beverages

Lessons for Scaling Beyond Early Adopters

Introduction

In 1991, Geoffrey Moore published “Crossing the Chasm,” a guide on how technology companies transition from early adopters to the mainstream. His core insight was that many innovations succeed in attracting a small, passionate niche, but few manage to leap to broad adoption. Without that leap, they stall. While Moore’s original context was h…