Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Google eBook)
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.
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Review: Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth MarketsUser Review - Tom Søderlund - Goodreads
A must reading if launching a born global start-up. Read full review
Review: Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth MarketsUser Review - Christo Fogelberg - Goodreads
Some very interesting ideas, but quite long winded. Just reading the summaries and recaps at the end of each chapter would be fine. Core thesis of book: there are different and often contradictory ... Read full review
THE LAND OF OZ
CROSSING THE CHASMAND BEYOND
IN THE BOWLING ALLEY
INSIDE THE TORNADO
ON MAIN STREET
FINDING YOUR PLACE
PART TWO IMPLICATIONS FOR STRATEGY