Inside the Tornado
Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets
By Geoffrey A. Moore
(HarperBusiness, Paperback, 9780060745813, 272pp.)
Publication Date: December 2004
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.
Geoffrey Moore is chairman emeritus of three consulting firmsThe Chasm Group, Chasm Institute, and TCG Advisorsall 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.