Inside the Tornado

Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets

Geoffrey A. Moore

Book

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.

Author

Geoffrey A. Moore

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

 

Reviews

“A must-read for start-up cowboys with delusions of Pixar grandeur, as well as aw-just-one-more-button developers and their reengineer-till-ya-puke overlords in the nice offices upstairs.” —Wired

“A must-read for start-up cowboys with delusions of Pixar grandeur, as well as aw-just-one-more-button developers and their reengineer-till-ya-puke overlords in the nice offices upstairs.” —Wired

“Few businesses operate today without the hope of making it ‘Inside the Tornado.' Geoffrey and The Chasm Group have captured the essence of business marketing strategy in a framework that is more useable and meaningful.” —Carol Bartz, chairman and CEO, Autodesk

“The chasm is where many high-tech fortunes have been lost...the Tornado is where many have been made.” —Steve Jobs, Apple Computer

“We at Cisco have been living Inside the Tornado for the better part of a decade now, and we make heavy use in our strategy sessions of Geoff Moore’s models for how high-tech marketplace dynamics evolve, and how business strategies must change to match them. This is an excellent book for anyone competing in the new Internet economy.” —John Chambers, CEO, Cisco Systems

“When I first read Inside the Tornado several years ago, I was struck by how accurately it described our networking business. Now the Internet has created a whole series of tornadoes which will lead to a new world of pervasive connectivity and untold opportunity for 3Com. Thank you, Geoffrey Moore, for your powerful treatment of these world-changing business models.” —Doug Spreng, senior vice president, Client Access Business Unit, 3Com Corporation