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Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets

3.96  ·  Rating details ·  1,294 ratings  ·  50 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 ma
Paperback, 272 pages
Published December 27th 2005 by Harper Business (first published October 5th 1995)
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Yevgeniy Brikman
Jun 23, 2018 rated it liked it

* The discussion on how to move from early adopters to early majority ("crossing the chasm") was insightful. In short: you need the "whole product." While early adopters will be willing to accept an unfinished, partial solution, the early majority need a 100% solution. They need the product, the ecosystem, the support contract, the integrations, and so on. The only way to build the "whole product" is to attack one specific niche at a time and to completely, totally fulfill their needs, and d
Oct 04, 2010 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
Dec 10, 2018 rated it really liked it
Listened to this in one morning due to its ability to maintain my interest and flow well.

A great layout to the sales process in a new market. Did focus mainly on the technology market but EASY application to other markets.
Bryce Pinder
Nov 15, 2018 rated it liked it
(B school) Very specific guidance for navigating different levels of the adoption curve for a company. I liked that the recommendations were specific, but being so specific made the book hard to read. It would be much more beneficial if you were actually running a software company going through these cycles to provide context. The book is also outdated, making the company and product examples in the book difficult to follow because I wasn't familiar with most of the companies. I also think some ...more
May 07, 2009 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. ...more
Christopher J Finlayson
Interesting extension of Crossing the Chasm, but over done

The ideas in Crossing the Chasm were fundamental insights into technology markets that have shaped the thinking and vernacular of future leaders. Inside the Tornado falls well short of this standard.

Tornado is at its best when summarising and extending ideas from Chasm. However, too few of the new ideas feel like compelling insights, in their own right. More problematic, many of the ideas are lost in the author’s attempt to code them in
László Kiszely
Sep 28, 2019 rated it it was amazing
For some reason, I have not come across to this business book earlier. Probably because in today's business one's perception might be that any strategic observation and suggested consideration is already out-of-date after a decade. So I was absolutely amazed to read about how Moore sees the role of high tech companies during the Technical Adoption Life Cycle. For me, it explained quite a few personal experiences in different industries - why and how the competition developed. Though some of the ...more
Omar M. Khateeb
Great book that is a companion to "Crossing the Chasm". The tornado comes up in the chasm when the market leader is propelled into it by the sudden stampede of pragmatist buyers who choose a vendor to become the de facto standard. Then the rest quickly follow as a self-fulfilling prophecy. As more pragmatic buyers choose the same company, the decision for which vendor to choose eventually goes away and the market has a dominant leader.

Jul 16, 2019 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? ...more
Muzaffar Khamraev
May 24, 2021 rated it really liked it
Great continuation of original crossing the chasm. This part of the book is dedicated to the problem of what to do, once the chasm is crossed over and how to win the early and late majority in the bell curve
May 29, 2017 rated it really liked it
A super technical book that offers very practical guidance on how companies should maneuver through the high tech technology adoption cycle
St. Ad Ben
Aug 29, 2017 rated it it was amazing
The book that the gang of steve jobs and gate read and that I highly recommend.
How to produce an IT product in the marketplace
Russ Whitney
Jan 09, 2018 rated it it was amazing
I heard Geoffrey speak about this books when I worked at Hewlett Packard in (roughly) 1996. It was great content then and it still is now.
Apr 10, 2018 rated it liked it  ·  review of another edition
Dated and verbose, but some of it is relevant to the current market climate my company is in. I think the story could be told more simply and less pretentiously.
Nov 15, 2018 rated it it was amazing
The book is equally good as “crossing the chasm”. It bring a clear picture on what needs to be done after crossing the chasm. It gives in-depth advice on strategies.
Omar El-mohri
Great read, analysis of competitiveness of markets and how it emerges and shifts. Old one but still always relevent. One of the few that worth a second read
Dominic Heng
Jan 12, 2020 rated it it was amazing
Book tells us how to bring company from pre-chasm to chasm and to post-chasm inside tornados and tornados.
Dec 10, 2008 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 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
Nov 27, 2014 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 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 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
Rakshith Naresh
Mar 30, 2014 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
Sep 26, 2007 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.
Nov 22, 2011 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? ...more
Dec 25, 2012 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.
Apr 16, 2009 rated it really liked it
Shelves: business, nonfiction
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.
Jan 24, 2013 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.
Gonçalo Borrêga
Sep 06, 2015 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.
Mar 28, 2020 rated it really liked it
Shelves: profound, cards
This is a complement to Crossing the Chasm, with much less useful contents.

The written style is awful, contents are dispersed, sentences are complicated, this is one of the most unreadable books I have ever read. Second, probably, a little better than How to Read A Book.

It's extremely painful to read this book and I always want to kill the author as I read this book.
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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

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