Synopses & Reviews
In Inside the Tornado
, Geoffrey A. Moore continues his classic three-part series delving into the high-stakes world of hypergrowth markets.Here, Moore examines these markets and their implications for business strategies and, in turn, provides effective guidelines for winning market share and building margin share in mainstream markets.
Once a product reaches the mainstream market, it faces three often vexing questions: What is the best way to develop a stronger market for the product's growth? What is the most effective way to capitalize on and sustain growth? And when this market inevitably subsides, how can businesses survive the change?
Moore deftly answers these questions and provides businesses with the knowledge and tools they need in this fast-paced lucrative market.
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.
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About the Author
Geoffrey Moore is a Managing Director with The Chasm Group, a consulting practice based in California that provides market development and business strategy services to many leading high-technology companies. He is also a Venture Partner with Mohr Davidow Ventures, a California-based venture capital firm specializing in specific technology markets, including e-commerce, internet, enterprise software, networking and semiconductors. As a Venture Partner at Mohr Davidow, he provides market strategy advice to their high-tech portfolio companies. Geoffrey is a frequent speaker and lecturer at industry conferences and his books are required reading at Stanford, Harvard, MIT and other leading business schools.
Geoffrey's current practice focuses on the concepts of his recent book Living on the Fault Line, targeted to CEO's and senior executives of Fortune 500 companies facing the impact of the Internet. Geoffrey's first book, Crossing the Chasm, initially published in 1991, adds compelling new extensions to the classical model of the Technology Adoption Life Cycle. He introduces his readers to a gap or "chasm" that innovative companies and their products must cross in order to reach the lucrative mainstream market. A revised edition was released in July 1999 to update industries and case-study companies.
The sequel, Inside the Tornado, published in 1995, provides readers with insight into how to capitalize on the potential for hypergrowth beyond the chasm. This second book sorts out how the market forces behind the Technology Adoption Life Cycle demand the need for radical shifts in market strategy.
The Gorilla Game, Geoffrey's third book, was originally released in March of 1998 with a revised version, including a new chapter on internet investing, released August of this year. This book was co-authored with Chasm Group managing partner and high-tech marketing strategist Tom Kippola, and stock investment guru and BancAmerica Robertson Stephens analyst Paul Johnson. The Gorilla Game combines the methodology Moore introduced in Crossing the Chasm and Inside the Tornado, with Johnson's stockmarket valuation models and Wall Street expertise, and Kippola's high-tech investment experience.
Geoffrey's most recent book, Living on the Fault Line, focuses on a single theme: How should the management of a public company that rose to prominence prior to the age of the Internet manage for shareholder value now that the Internet is upon us? Living on the Fault Line guides executives and managers who are coping with disruptive technology, destabilizing their core market positions, providing them with new models, metrics, and organizational practices to meet the challenges of the new economy.
Prior to founding The Chasm Group in 1992, Geoffrey was a principal and partner at Regis McKenna, Inc., a leading high-tech marketing strategy and marketing communications company. For the decade prior, he was a sales and marketing executive at three different software companies.
Geoffrey holds a bachelor's degree from Stanford University and a Ph.D. from the University of Washington, both in literature, and served as an English professor at Olivet College.