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Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials) Paperback – December 14, 2004

by Geoffrey A. Moore (Author)

65 customer reviews

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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.

Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials)

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Editorial Reviews

Amazon.com Review

This is Moore's second book expounding his high-tech marketing theories, focusing on what to do when you've followed his advice in Crossing the Chasm so well that customers are beating down your door and crawling in the windows, putting your business into a new lifecycle stage: the mass market. --This text refers to an out of print or unavailable edition of this title.

From Library Journal

Moore (Crossing the Chasm, HarperBusiness, 1991) claims that marketing technology-based products is different from marketing standard consumer products. He explores marketing stages through a discussion of the "Technology Adoption Life Cycle," which follows a product from birth to death and suggests a course of action for each phase. He also charts power distribution within a company and the marketplace as these high-tech companies engage in traditional business strategies (i.e., strategic partnerships, competitive advantage, positioning, and organizational leadership). Moore provides examples from high-tech firms such as Hewlett-Packard, Apple, and Pyramid. Although other recent books address technology marketing (see TechnoBrands, AMACOM, 1991), none addresses life cycle issues. Written for those with a prior knowledge of marketing theory, this book is recommended for business libraries.
Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix, Ariz.
Copyright 1995 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Product details

Series: Collins Business Essentials
Paperback: 272 pages
Publisher: HarperBusiness; Reissue edition (December 27, 2005)
Language: English
ISBN-10: 0060745819
ISBN-13: 978-0060745813
Product Dimensions: 5.3 x 0.6 x 8 inches
Shipping Weight: 1.1 pounds (View shipping rates and policies)
Average Customer Review: 4.3 out of 5 stars See all reviews (65 customer reviews)
Amazon Best Sellers Rank: #97,882 in Books (See Top 100 in Books)
- #369 in Books > Business & Money > Marketing & Sales > Sales & Selling
- #748 in Books > Business & Money > Marketing & Sales > Marketing
- #1468 in Books > Business & Money > Management & Leadership > Management

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4.3 out of 5 stars

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Top Customer Reviews

Read only the first three chapters

ByCharlene Moskovitzon November 2, 2013

Format: HardcoverVerified Purchase

I have previously read Moore's first book, Crossing the Chasm, and was hoping for additional dive into that subject matter. While this book is a sequel, it largely covers a lot of the same content.

The first 3 chapters are essentially a summary of Chasm. In my opinion, these are more concise and to the point than the first book, while covering all the same points. While not as famous, these chapters are a more time-efficient way of learning about the product life cycle and the adoption chasm. The rest of the book is give or take, and only worth reading if very interested in the topics at hand.

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Geoffrey Moore is one of the few Business authors I have implemented during my 20+ years in my career

ByMark Ellinson December 26, 2012

Format: Kindle EditionVerified Purchase

In 1993, I was introduced to Crossing the Chasm by a Marketing Director from Microsoft who reported directly to Steve Balmer (he was then VP of Sales). It became my bible and I continued to refer to it over and over again. Inside the Tornado is a continuation and the message is right-on. When a product starts to take off and is able to cross the chasm, go wild with it and the company should do everything it can to dominate the market place. In other words, take advantage of the success and don't hold back by raising prices or slowing production.

The book has around 50-100 pages of good ideas and the rest are pages just to fill and support the good ideas. This is typical in these kinds of books. This is why I probably gave it 4 stars instead of 5 but if I had to grade the message alone, I would have given the book 5 stars. This is book is not as good as Crossing the Chasm but I highly recommend reading it if you haven't read Crossing the Chasm in awhile. That was the case with me and it was a good refresher. It continued where Crossing the Chasm left off.

Though the market is going through a paradigm shift in the way we are purchasing our products and services, I am confident that Geoffrey will continue to be spot on for at least another 20 or more years.