Garry Tan 在重新解读 Geoffrey Moore 的经典理论。他的核心观点是:Moore 的「跨越鸿沟」框架有一个隐含假设——买家已经有一个现成的解决方案可以比较。
但如果买家面前根本没有替代方案,也就是他说的「bar is zero」,那鸿沟就不存在了。买家会像早期 adopter 一样行动,因为他们不得不买。
他对创始人的建议很直白:如果你的市场本身就是空白,别纠结什么完整产品、客户推荐、务实买家,先把 60% 的方案推出去。
Garry Tan 说,Geoffrey Moore 认为创业公司死于鸿沟,因为务实买家要求「whole product」。但 Moore 的框架假设买家有一个现有方案可以比较。
当 bar is zero,当替代方案就是「我们完了」或「我们用 2000 人手工做」的时候,鸿沟不存在。
他最兴奋的公司不是在颠覆 incumbents,而是在填补空白。如果市场 bar is zero,就别纠结完整产品了,先 ship 60% 的方案。
Garry Tan is reworking Geoffrey Moore's Crossing the Chasm for a new kind of market. His argument: Moore's framework assumes there's an existing solution the buyer is comparing you to. But when the alternative is literally nothing—that is, the bar is zero—the chasm doesn't exist.
Buyers start acting like visionaries because they have to buy. They'll tolerate a 60% solution because 60% of something beats 100% of nothing.
The practical takeaway for founders: if you're in a bar-is-zero market, stop worrying about whole product, references, and pragmatist buyers. Ship the 60% solution and iterate from there.
Geoffrey Moore says startups die in the chasm because pragmatist buyers demand a 'whole product.' But Moore's model assumes there's an EXISTING solution the buyer is comparing you to.
When the *bar is zero*, when the alternative is literally 'we die' or 'we do this entirely by hand with 2,000 people'? The chasm doesn't exist for those.
The companies I get most excited about aren't disrupting incumbents. They're filling voids. If you're in a market where the bar is zero, stop worrying about whole product, stop worrying about crossing the chasm. Ship the 60% solution.