Cohen: Existing case studies fail when expanding into new target markets
Jason Cohen · The surprising advice from a founder who built 2 unicorns | Jason Cohen (WP Engine) · Jan 25, 2026 · at 1:39:15
WP Engine founder Jason Cohen discusses Geoffrey Moore's book 'Crossing the Chasm' and the structural difficulty of moving between market segments.
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“Part of that's because he defines a market in among other things as, and the people in the market respect the Opinions of the other people in the market. ... And that's when you realize, oh, so jumping to a different market, it's not impossible. It's just like case studies aren't going to work.”
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