Geoffrey Moore’s “Crossing the Chasm” is a must-read for startup founders. It maps out the real-world path of how new innovations grow — and why so many promising companies fail to make the leap from early traction to mainstream success.

The central idea: there’s a chasm between your early adopters and your mainstream market — and most startups fall right into it.

That’s where your GTM playbook comes in.

“021 Playbook is the bridge that helps you cross the chasm.“

Here’s how:

1. Target a Beachhead Market

Once you’ve found your first few believers — the ones who buy because they believe in your mission — it’s time to focus.

Choose one segment. One customer profile. One pain.

Ignore distractions. This is the ICP you’ll build for, sell to, and win with.

“The playbook starts with focus. Without it, you fall.“

2. Craft Messaging that Hits Home

Your early adopters tolerated ambiguity. Mainstream customers won’t.

Your message must be sharp, specific, and pain-driven. Speak directly to your ICP’s world. Don’t pitch features — describe outcomes.

“Great GTM is less about what you built and more about why it matters.“

Create your outreach process, test it, refine it, repeat.

3. Build Trust in a Niche

Execution matters now.

As you consistently deliver value to your ICP, trust starts compounding. References speak. Word of mouth spread. You see Repeatability in action.

“You don’t need the whole market — just a foothold in the right one.“

That’s when you start feeling traction — not just hope.

4. Grow the Team with Purpose

This is the moment to scale intentionally.

Hire reps who understand the problem, not just the product. Transfer your insights, your positioning, your rhythm.
Don’t just hire to sell — hire to replicate.

“The sales team should execute your playbook — not figure one out for you.“

Summary

The chasm isn’t just a metaphor. It’s a stage where many startups stall.
They hit early wins — then stall when those early instincts don’t scale.

021 Playbook exists to guide you through this exact phase —
From founder-led selling → to scalable GTM execution → to market momentum.

Crossing the chasm isn’t luck. It’s structure. And structure is what the playbook gives you.