Process versus sentence. Not a pick-one.
April Dunford vs Geoffrey Moore is a false fight. Dunford’s five components find the alternative, value, customer, and category. Moore’s formula writes the result as a statement. Run Dunford in the workshop. Leave with a Moore sentence.
Dunford: shipped products losing to “we already have X.” Moore: any team that needs one internal sentence after the frame is chosen. Crossing the Chasm also covers market sequence; that is a different chapter.
| Gives you | |
|---|---|
| Dunford | Five components, category last |
| Moore | For / who / is / that / unlike / we |
| Together | A frame you can defend on a call |
Dunford in the morning. Moore after lunch. Same day.