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Digital Transformation (DT) is the process of using digital technologies to fundamentally change how an organization operates and delivers value to its customers. The specific approach will vary depending on the organization and industry, but the goal is to improve efficiency, effectiveness, and agility in order to stay competitive in a digital economy. Subtly, this is seen as an inside-out approach, the business has identified the gap and know how to fill it in, and as taught in most DT courses, they (the Business we hope to serve) usually have DT officers.

“Crossing the Chasm” is a book written by Geoffrey Moore in 1991, which describes the challenges that companies face when trying to market and sell a new, innovative product or service to mainstream customers.

The book describes the “chasm” that exists between the early adopters of a new technology and the mainstream market.

The book provides strategies for bridging the chasm, such as identifying and targeting a specific niche market, building a “whole product” that meets the needs of mainstream consumers, and creating a strong marketing message. The underlying thesis of the Diffusion of Innovations model is that innovations are absorbed into any given user base in stages corresponding to psychological and social profiles of segments within that user community.

In delivering B2B SaaS product, we (the engineers, designers, PM) cannot wait for the people to change, this change has to be induced. Which brings me to two other books — Habit Forming Product and Atomic Habits — which helps us approach the change we want to create.

Moving from early adopters to the mainstream early majority requires a complete shift in focus. The key to this shift in focus is moving from a technology orientation to a people/human orientation.

There is some discussion around resource allocation, amongst other considerations when it comes to product management, product introductions and support, etc. But what does it look like for you? For us? What is our chasm? How can you define that chasm for yourself? And how do you know, you have successfully crossed it?

The representative percentages of early adopters vs late majority, how does that translate to actual figures for your market?

Welcome DT again. Working with B2B Clients, here’s what I’ve found: your chasm can only be found by listening!

How does the client work to enforce particular routines that have become mainstream within their enterprises?

If people aren’t using the product the way they should, it may or may not be a product problem, but don’t trickle on your engineering team on it just yet — let’s find out:

1. What has worked in the past in a different setting (usually outside of tech)?
2. What policies, rules, guidelines, acts, etc.. made that possible?
3. How can you recreate that for your SaaS business?

If the organization as a whole, has no experience of making a transition, then fundamentally use the experience of the executive(s).

You don’t want to create new pathways. You want to thread on an already made pathways.