Inside the Tornado
Publisher: HarperCollins Publishers
Date: December 2006
Duration: 3 hours 6 minutes
'Billions of dollars in company revenue appear from nowhere.They're yours, and all you have to do is ship. Congratulations. You've managed to get your product across the chasm of market acceptance and into the tornado of market demand. It's all you can do to keep up with orders and keep track of all that money. Now, a word of warning' In his pioneering Crossing the Chasm, Geoffrey Moore introduced readers to a gap or chasm in the Technology Adoption Life Cycle that innovative products must cross to reach the lucrative mainstream market. Now, Moore shows how to capitalize on the profit-rich niches and hyper-growth mass markets beyond the chasm. Continuing to chart the impact of the Technology Adoption Life Cycle, he explores its effects not just on marketing but on overall business planning, especially strategic partnerships, competitive advantage, positioning, and organizational leadership.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. If you are marketing technology-based products or managing the people who do, then you will find yourself Inside the Tornado.