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Product Description
In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author's note.
Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.
Amazon.com Review
This is Moore's second book expounding his high-tech marketing theories, focusing on what to do when you've followed his advice in Crossing the Chasm so well that customers are beating down your door and crawling in the windows, putting your business into a new lifecycle stage: the mass market.
customer review
Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials) Reviews
| 49 of 56 people found the following review helpful:  Two Invaluable Guides to E-Commerce, By This review is from: Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge (Paperback) Crossing the Chasm (1991) and Inside the Tornado (1995) are most valuable when read in combination. Chasm "is unabashedly about and for marketing within high tech enterprises." It was written for the entire high tech community "to open up the marketing decision making during this [crossing] period so that everyone on the management team can participate in the marketing process." In Chasm, Moore isolates and then corrects what he describes as a "fundamental flaw in the prevailing high-tech marketing model": the notion that rapid mainstream growth could follow continuously on the heels of early market success. In his subsequent book, Inside the Tornado, Moore's use of the "tornado" metaphor correctly suggests that turbulence of unprecedented magnitude has occurred within the global marketplace which the WWW and the Internet have created. Moreover, such turbulence is certain to intensify. Which companies will survive? Why? I have only one (minor) quarrel with the way these two... Read more 13 of 13 people found the following review helpful: Its raining bananas, This review is from: Inside the Tornado : Marketing Strategies from Silicon Valley's Cutting Edge (Cassette) (Audio Cassette) This is fantastic. Some simple mataphors: the bowling alley (niche marketing where you pick off segments like pins), tornado (when market demand increases exponentially) and main-street (when the tornado dies down and you need to focus on adding value). Some jungle characters: the gorilla - the company with the greatest market share, the chimps - the apes who wanted to be gorillas but failed and the monkeys - the low cost clone providers.A wonderful explanation of how it is so easy to get it dead wrong as markets change, dead wrong in strategy, dead wrong in the selection of critical success factors and dead wrong in who you select as your CEO. Easy to understand and vivid in its descriptions. If you are into high-tech and you want all the bananas get into this now. 9 of 9 people found the following review helpful: You're nuts if you market high-tech without this book, By This review is from: Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge (Paperback) Moore applies the technology acquisition curve and product life cycle management to the high-tech market, which is characterized by discontinuous innovations (changing paradigms) and market upheavals. He uses actual case studies of high-tech successes and failures to illustrate his model. Effectively utilizing some of the most profound writers in marketing, he weaves in important concepts from Levitt, Davidow, and Treacy & Wiersema. If you are in high-tech, this is an essential book to read. You might not be in a tornado, but you won't know if you don't read the book. It explains a lot that you won't learn in business school. |
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