Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials)
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 m...more
• High-tech marketing philosophy
• Claims that marketing technology-based products is different from marketing standard consumer products
• Explores marketing stages with “Technology Adoption Life Cycle”
• Charts power distribution within a company and the marketplace as high-tech companies engage in traditional business strategies (strategic partnerships, competitive advantage, positioning, organizational leadership)
• Provides examples from high-tech firms such as Hewle ...more
Geoffrey Moore's oeuvre on the Chasm, the Tornado, and the Main Street provides a useful framework for thinking about the dynamics of markets, and success and problems of specific businesses in the face of technological change. These ideas dovetail well with Christensen's writings on disruptive innovation.
The author's contribution goes beyond the specific examples and explanations he provides. Rather, he introduces a _language_ and a _framework_ for analysis of markets -- in terms of stage (Torn ...more
Best part about the book is that it gives every reader a common language for describing what they're going through and how they need to remodel their approach to grow more. What you need as a company who just finished your first pivot is not the same as what you need when you're courting late adopters.
Worst part about the book is that, ironically, it was too successful in describing the landscape at each stage of corpo ...more
How could Intel, Microsoft and other high-tech giants seize so much revenue, so fast? What were their marketing secrets and how can you apply them if you are in a new technology business? These are good questions and the description of how the successful companies stayed ahead of their competitors is educational. The rules were simple and counter to the model established by Big Blue:
1. Just ship
2. Expand your dist ...more
Sigue teniendo validez despues de mas de una decada, sin embargo fenomenos recientes como la "consumerizacion" de los usuarios dentro de las empresas, el cloud computing como tecnologia que elimina barreras de adopcion de aplicaciones de TI y el creciente pragmatismo de los directores de las empresas respecto a las TI, hacen que algunos conceptos pierdan c ...more
I still remember when I was little, my dad's desktop calculator was one of the coolest things around. And I remember being so suprised when I got my first pocket calculator with a little solar panel on the upper left corner. Now I use my palm treo.
Inside the Tornado is a pretty good guide about how stuff gets from there in the labs, to here in my pocket.
Insightful, to the point. I took pages and pages of my own notes! Completely recommended.
Moore’s life’s work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focus ...more