Customer Review

11 of 13 people found the following review helpful
4.0 out of 5 stars Dissecting the Technology Adoption Life Cycle, November 12, 2000
This review is from: Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge (Paperback)
I found Moore's descriptions of the phases of the Technology Adoption Life Cycle (TALC) very useful:
o Early Market: time of great excitement when customers are technology enthusiasts
o Chasm: early-market interest wanes
o Bowling Alley: Niche-based adoption in advance of general marketplace
o Tornado: mass-market adoption
o Main Street: aftermarket development
o End of Life: leaders are supplanted by new paradigms/technology
The individual chapters on The Bowling Alley, Inside the Tornado, and On Main Street were full of company examples and useful advice and warnings.
The last chapter on Organization Leadership which described the types of recruiting and management talent appropriate for each stage of the TALC contains very valuable advice.
However, I found the gorilla, monkey and chimp metaphors silly and tedious (I had trouble remembering which animal symbolized what). Surely Moore could have found a more descriptive way of indicating the strengths and strategies of the competitors during each of the phases of the TALC.
Primates aside, I will keep this book and add it to my library of professional marketing reference sources. It's worth picking up from time to time to re-read specific sections to refresh your memory. When you're in the "tornado" you won't have time for this kind of reading, so read it now!
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Location: Redwood City, CA USA

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