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

3.92  ·  Rating Details ·  830 Ratings  ·  32 Reviews

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

Paperback, 272 pages
Published December 27th 2005 by HarperBusiness (first published October 5th 1995)
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Oct 04, 2010 Charity rated it it was amazing
Since this business book focuses on the technology market most, if not all, of it's examples are rather archaic since they come from the last ten years. What is amazing is that the framework it postulates (as a way to judge technology business success) seems to be accurate. Some of the companies that they earmark for success, have disappeared from the market, but using the theory in the book it is easy to see what those companies did wrong. Others have followed the predictions and are now sittin ...more
May 07, 2009 Craig rated it it was amazing
Interestingly, not only did I find this book a stimulating introduction to guerilla marketing tactics in Silicon Valley's tech industries. I believe that I have also benefited in other areas from the unique brand of intelligence Moore advocates by the models he advances. I read it as part of an entrepreneurial strategy class at BYU and found it pretty fascinating in its own right. It gave me a fresh insight into the dynamics of business growth in a relatively volatile competitive landscape.
Dec 10, 2008 Jennifer rated it it was ok
Geoffrey A. Moore

Main Points
• 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
Timothy Chklovski
Apr 26, 2015 Timothy Chklovski rated it it was amazing

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
Katie Bauer
Nov 29, 2014 Katie Bauer rated it liked it
The title of this book is sort of misleading. It implies that it's going to be about markets that are in a massive growth phase (what the author refers to as "tornado markets"), but it's actually about market development immediately before and after hypergrowth phases as well. This is still useful information, and the actual theory and commentary about each phase of market development seems pretty sound. But the way the book is laid out seems sort of jumbled to me. The author discusses how each ...more
Adam Zabell
Nov 06, 2014 Adam Zabell rated it really liked it
Shelves: business
TL;DR - exquisite description of the market, but nothing felt earth-shattering

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
Mar 27, 2008 Janet rated it really liked it
This was an excellent book on marketing-business strategy for technology products.

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
Feb 12, 2012 Manuel rated it really liked it  ·  review of another edition
Un libro clasico del marketing de productos de alta tecnologia e Internet, que se enfocaba principalmente al sector de clientes empresariales.

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
Rakshith Naresh
Jun 01, 2014 Rakshith Naresh rated it really liked it
An excellent next step to Moore's book on crossing the chasm. Very insightful on how some of the leading technology companies today have been able to capitalize the tornado to the fullest. Drives deeper the technology adoption cycle and the priorities associated in each phase. The biggest takeaway for me through the books on Crossing the chasm and this one is that it gives you a clear vision on how to steer your way through the technology "madness" to eventually become successful amidst all the ...more
Dec 25, 2012 Tom rated it it was amazing
Moore, Geoffrey A. (1995, 1999) Inside the Tornado, Harper Business, New York, NY. A superb sequel to Crossing the Chasm that uses vivid, memorable metaphors like gorillas, chimps, bowling alleys, and tornados to drive home key lessons facing marketers and leaders in highly volatile markets. A must read for anyone in a high-tech, high-velocity industry, especially where standards and compatibility are important.
May 18, 2012 Neil rated it really liked it
some good ideas. i'm convinced: the geek needs the despised salesperson promising the ridiculous. but a lot of this book was the author restating the same ideas which could have been written much more succinctly. i wonder if the publisher pushed him to make it more long-winded so consumers think they got their money's worth, in # of pages. would i pay the same price for... a pamphlet? (i got it used for $2) does the repetition make me remember his ideas more?
Dec 11, 2007 Sammy rated it really liked it  ·  review of another edition
Recommends it for: High tech people of all stripes
After reading this book, i kept thinking about how high-tech products make the transition to everyday things I take for granted.

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.
Christo Fogelberg
Feb 09, 2013 Christo Fogelberg rated it liked it
Shelves: business
Some very interesting ideas, but quite long winded. Just reading the summaries and recaps at the end of each chapter would be fine. Core thesis of book: there are different and often contradictory competitive, marketing, partner, positioning and organisational requirements for success at different stages of the tech adoption life cycle.
May 14, 2009 Rob rated it really liked it
Shelves: nonfiction, business
The examples in this book (Lotus, SGI, word processing) are pretty dated, but the model presented in this book for high tech markets is still relevant and very useful. Moore is a very clear and entertaining writer, and even his dated anecdotes are easy to follow and interesting. I highly recommend this book to anyone who is into market strategy in high tech.
Gonçalo Borrêga
Nov 22, 2015 Gonçalo Borrêga rated it it was amazing
This is an amazing strategy guide and framework to understand the lifecycle of a product (and a company's direction), how the market reacts to it, and how you need to change your approach to the market depending on its phase in the lifecycle.
Insightful, to the point. I took pages and pages of my own notes! Completely recommended.
May 17, 2012 Shannon rated it it was ok
Shelves: business
I only really came away with a couple of nuggets about strategic business thinking after this book. The writing was full of jargon and really repetitive. I don't think I was the "target market" for this title.
Apr 22, 2008 Robb rated it really liked it  ·  review of another edition
A good book for anyone trying to understand the product development/adoption cycle of modern business. It will make you feel only slightly better about all the Windows-PC flaws you've tolerated through the years.
Devin Partlow
There's some jewels that still apply in today's world like the whole product and designing in and out, but there's also some stuff here that companies can no longer get away with because of this thing called the Internet
Feb 23, 2010 rob rated it liked it  ·  review of another edition
Shelves: business
This book had a lot of good information in it, but I'd have to read it again for it to be really useful. You have to read through it once to figure out which phase your business is in and then read it again to catch all the strategies for getting through that phase well.
Jan 17, 2016 Davor rated it it was amazing  ·  review of another edition
Shelves: non-fiction, audio
Bowling Alley vs Tornado vs Main Street. Gorillas vs Chimpanzees vs Monkeys. Product leadership vs Operational excellence vs Customer intimacy. It feels a bit obsolete as others have already noted, but it can still serve as a relevant insight.
Lori Grant
A must-read book by Geoffrey Moore on marketing for the knowledge worker, manager, executive, or entrepreneur.
Dec 15, 2008 Alex rated it really liked it  ·  review of another edition
Quite an insightful read on the high-tech industry and the game of marketing in this environment. Alex Ngo in Afghanistan.
Peter Spung
Apr 16, 2015 Peter Spung rated it it was amazing
I registered a book at!
Apr 29, 2013 David rated it really liked it  ·  review of another edition
His follow up to Crossing the Chasm. You can treat this as the definitive guide on strategy and focus. The case studies are from a while ago, but the niche marketing lessons are universal.
Bhargav Ramesh
Mar 30, 2016 Bhargav Ramesh rated it it was amazing
Several high tech companies with brilliant technology fail in the market. Moore lucidly demystified and exemplified in this book. If you are a tech company, don't miss out these lessons.
Olga A
Jun 25, 2009 Olga A is currently reading it
Did not get to the meat of the book yet, which is hopefully not a bad sign. Anywho, the intro chapters were fun to read and it made the long train ride from SF much shorter.
Kevin Way
Kevin Way rated it liked it
May 03, 2015
Pharmacity rated it it was amazing
Jan 04, 2016
Max Zalota
Max Zalota rated it it was amazing
Dec 20, 2015
Daniel rated it it was amazing
Nov 16, 2016
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Geoffrey Moore is an author, speaker, and advisor who splits his consulting time between start-up companies in the Mohr Davidow portfolio and established high-tech enterprises, most recently including Salesforce, Microsoft, Intel, Box, Aruba, Cognizant, and Rackspace.

Moore’s life’s work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focus
More about Geoffrey A. Moore...

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