Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets

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Harper Collins, Mar 17, 2009 - Business & Economics - 272 pages
5 Reviews

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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LibraryThing Review

User Review  - elliotc - LibraryThing

Still the classic overview of what makes high tech marketing different . Read Chapter 2 for summary of Crossing the Chasm. A must read for all innovation-based entrepreneurs. Read full review

LibraryThing Review

User Review  - willisja - LibraryThing

Excellent book. After you've "crossed the chasm" (another of Moore's books) and you're on the other side, you need to build the momentum. Get the bowling pins knocking down so fast they create a ... Read full review

Contents

THE LAND OF OZ
3
CROSSING THE CHASMAND BEYOND
13
IN THE BOWLING ALLEY
27
INSIDE THE TORNADO
63
ON MAIN STREET
101
FINDING YOUR PLACE
131
PART TWO IMPLICATIONS FOR STRATEGY
149
STRATEGIC PARTNERSHIPS
153
COMPETITIVE ADVANTAGE
175
POSITIONING
201
ORGANIZATIONAL LEADERSHIP
219
INDEX
239
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About the author (2009)

Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, and Living on the Fault Line.

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