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

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HarperCollins, Dec 14, 2004 - Business & Economics - 272 pages

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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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

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About the author (2004)

Geoffrey Moore is chairman emeritus of three consulting firms—The Chasm Group, Chasm Institute, and TCG Advisors—all of which provide marketing strategy and organizational advice to leading high-technology companies. Moore is also a venture partner with Mohr Davidow Ventures, a California-based venture capital firm specializing in specific technology markets, including e-commerce, Internet, enterprise software, networking, and semiconductors.

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