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Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge
Inside the Tornado Marketing Strategies from Silicon Valley's Cutting Edge
Author: Geoffrey A. Moore
"The chasm is where high-tech fortunes are lost... the tornado is where they are made."-- Steve Jobs, Founder & CEO, Next Computer, Inc.
  • Now, in this fascinating sequel, Moore shows how to capitalize on the profit-rich niches and hyper-growth markets beyond the chasm. Continuing to chart the impact of the Technology Adoption Life Cycle,...  more »
  • Moore's most startling lesson is: "As markets move from stage to stage in the Life Cycle, the winning strategy does not just change -- it actually reverses the prior strategy. The very skills that you've just perfected become your biggest liabilities; and if you can't put them aside to acquire new ones, then you're in for tough times."
  • As challenging as this lesson is to apply, Moore leads the way. Using actual examples of cutting-edge firms, he applies the Life Cycle model to all aspects of managing a market-focused business strategy, including how to manage people effectively through each phase of the cycle. There are significant management implications: Chasm-crossers who love the customer intimacy of niches may rebel against the depersonalizing power of the tornado; tornado managers who relish the gales of hyper-growth may resist the inevitable return to the niche, in the guise of mass customization, once the rush to the new paradigm subsides.
  • All industries relying on technology -- not just computer hardware, software and telecommunications, but entertainment, publishing, broadcasting, banking, insurance, health care, aerospace, defense, utilities, pharmaceuticals and retail -- must master Moore's lessons to see the year 2000. If you are marketing technology-based products or managing the people who do, then you will find yourself Inside the Tornado.
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ISBN-13: 9780887307652
ISBN-10: 0887307655
Publication Date: 10/25/1995
Pages: 256
Rating:
  • Currently 4.5/5 Stars.
 3
4.5 stars, based on 3 ratings
Publisher: HarperBusiness
Book Type: Hardcover
Other Versions: Paperback
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 marciamarcia avatar reviewed Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge on + 270 more book reviews
The single most important business book to date.


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