I suggest that every startup company needs to have read the book ‘Crossing the Chasm’ by Geoffrey A. Moore. Although the book is now 20 years old it’s as valid today as it was when it was written. I found a very interesting article at http://www.readwriteweb.com/archives/rethinking_crossing_the_chasm.php that talks about the relevancy of ‘Crossing the Chasm’ and even includes a comment by the author.
I’ve referred to this book countless times over the years and it continues to help me realize that bringing a new product to the market happens every day. There’s a system to doing it right. I think Geoffrey Moore has captured the system best.