Free Ebook Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge, by Geoffrey A. Moore
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Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge, by Geoffrey A. Moore
Free Ebook Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge, by Geoffrey A. Moore
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Amazon.com Review
This is Moore's second book expounding his high-tech marketing theories, focusing on what to do when you've followed his advice in Crossing the Chasm so well that customers are beating down your door and crawling in the windows, putting your business into a new lifecycle stage: the mass market.
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From Library Journal
Moore (Crossing the Chasm, HarperBusiness, 1991) claims that marketing technology-based products is different from marketing standard consumer products. He explores marketing stages through a discussion of the "Technology Adoption Life Cycle," which follows a product from birth to death and suggests a course of action for each phase. He also charts power distribution within a company and the marketplace as these high-tech companies engage in traditional business strategies (i.e., strategic partnerships, competitive advantage, positioning, and organizational leadership). Moore provides examples from high-tech firms such as Hewlett-Packard, Apple, and Pyramid. Although other recent books address technology marketing (see TechnoBrands, AMACOM, 1991), none addresses life cycle issues. Written for those with a prior knowledge of marketing theory, this book is recommended for business libraries.Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix, Ariz.Copyright 1995 Reed Business Information, Inc.
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Product details
Series: later printing
Hardcover: 256 pages
Publisher: HarperBusiness; 1st edition (October 5, 1995)
Language: English
ISBN-10: 0887307655
ISBN-13: 978-0887307652
Product Dimensions:
6.1 x 0.9 x 9.2 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
57 customer reviews
Amazon Best Sellers Rank:
#217,097 in Books (See Top 100 in Books)
In 1993, I was introduced to Crossing the Chasm by a Marketing Director from Microsoft who reported directly to Steve Balmer (he was then VP of Sales). It became my bible and I continued to refer to it over and over again. Inside the Tornado is a continuation and the message is right-on. When a product starts to take off and is able to cross the chasm, go wild with it and the company should do everything it can to dominate the market place. In other words, take advantage of the success and don't hold back by raising prices or slowing production.The book has around 50-100 pages of good ideas and the rest are pages just to fill and support the good ideas. This is typical in these kinds of books. This is why I probably gave it 4 stars instead of 5 but if I had to grade the message alone, I would have given the book 5 stars. This is book is not as good as Crossing the Chasm but I highly recommend reading it if you haven't read Crossing the Chasm in awhile. That was the case with me and it was a good refresher. It continued where Crossing the Chasm left off.Though the market is going through a paradigm shift in the way we are purchasing our products and services, I am confident that Geoffrey will continue to be spot on for at least another 20 or more years.
I have previously read Moore's first book, Crossing the Chasm, and was hoping for additional dive into that subject matter. While this book is a sequel, it largely covers a lot of the same content.The first 3 chapters are essentially a summary of Chasm. In my opinion, these are more concise and to the point than the first book, while covering all the same points. While not as famous, these chapters are a more time-efficient way of learning about the product life cycle and the adoption chasm. The rest of the book is give or take, and only worth reading if very interested in the topics at hand.
Very well articulated and written. Interesting and relevant when it comes to new markets, consumers and technology. You have to read this book if you are into business. I strongly believe we can all get good learnings from it, regardless of our industry. This document its timeless and highly compelling. All of the graphs, summaries and cases work perfectly, regardless of the time it was written.
We used this book and Geoffrey Moore's other book (Crossing the Chasm) to start our company (VeriPic) in 1998 and bring it through the various stages of growth until we are now a powerhouse provider of digital asset management and digital photography software. Each and every step in growing a company is mapped carefully in both books. Following them is a formula to success. I highly recommend the two books as a set of required reading for Software Company CEOs. Follow this formula. Do not deviate from it as you grow your company.One other thing you should also consider is to read several books on Competitive Intelligence. Your competitors will play dirty tricks on your company. You need to know what they are doing in order to defend your enterprise.-John Kwan, CEOVeriPic, Inc.
This is probably the best and the most complete of the 3 books written by Geoffrey A. Moore. It is also one of the best business books that I have read in the past 5 years (I read a lot) . This is one of the few books that clearly states how that strategies that companies follow while crossing the Chasm differ from those while they are in the tornado or a mass adoption. It takes an indepth look at the general principles that an entrepreneurial venture should focus at during the inception stage including strategies for product design and deciding which verticals to target. It also describes how start up companies made their first sale and how they moved on from one vertical to another. And then how the very same companies adopted their products when the tornado arrived. In essence, it tells why and how companies like Oracle and Lotus could hold their ground and live under the radar in the presence of bigger rivals and how they outdid them.This book is an exceptional resource for any Entrepreneur and business development manager or someone starting a new venture. I would highly recommend this book if you are an investment manager and invest in growth companies for this book gives you a yardstick to measure the progress of start ups and new ventures.
Although this book is a bit old, I learned a lot by reading it.
Ever wonder why so many innovative products never have the commercial success that the innovation deserves? "Inside the Tornado" is an invaluable resource for high tech marketing. The basic philosophy behind the book is for high tech marketers to master the use product niches and specialization in order to transcend high tech products forward to mass-market acceptance by dissecting the product adoption lifecycle. A great read for marketers and techies interested in marketing their own innovations.
A must read companion to the Innovator's Dilemma and Crossing the Chasm. Classic, essential knowledge for entre/intrapreneurs.
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