Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Paperback)
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.
About the Author
Geoffrey A. Moore is the author of four bestselling, highly infl uential business books: "Crossing the Chasm, Inside the Tornado, The Gorilla Game," and "Living on the Fault Line," He has made the understanding and effective exploitation of disruptive technologies the core of his lifeas work. He is a managing director with TCG Advisors, a consulting firm specializing in strategy and business transformation services, and a venture partner with Mohr Davidow Ventures.