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Title: Inside the Tornado : Marketing Strategies from Silicon Valley's Cutting Edge by Geoffrey A. Moore ISBN: 0-88730-824-4 Publisher: HarperBusiness Pub. Date: 01 July, 1999 Format: Paperback Volumes: 1 List Price(USD): $17.00 |
Average Customer Rating: 4.2 (30 reviews)
Rating: 5
Summary: Two Invaluable Guides to E-Commerce
Comment: Crossing the Chasm (1991) and Inside the Tornado (1995) are most valuable when read in combination. Chasm "is unabashedly about and for marketing within high tech enterprises." It was written for the entire high tech community "to open up the marketing decision making during this [crossing] period so that everyone on the management team can participate in the marketing process." In Chasm, Moore isolates and then corrects what he describes as a "fundamental flaw in the prevailing high-tech marketing model": the notion that rapid mainstream growth could follow continuously on the heels of early market success. In his subsequent book, Inside the Tornado, Moore's use of the "tornado" metaphor correctly suggests that turbulence of unprecedented magnitude has occurred within the global marketplace which the WWW and the Internet have created. Moreover, such turbulence is certain to intensify. Which companies will survive? Why? I have only one (minor) quarrel with the way these two books have been promoted. True, they provide great insights into marketing within the high technology industry. However, in my opinion, all e-commerce (and especially B2B) will be centrally involved in that industry. Moreover, the marketing strategies suggested are relevant to virtually (no pun intended) any organization -- regardless of size or nature -- which seeks to create or increase demand for what it sells...whatever that may be. I consider both books "must reading."ÿ
Rating: 4
Summary: Dissecting the Technology Adoption Life Cycle
Comment: I found Moore's descriptions of the phases of the Technology Adoption Life Cycle (TALC) very useful:
o Early Market: time of great excitement when customers are technology enthusiasts
o Chasm: early-market interest wanes
o Bowling Alley: Niche-based adoption in advance of general marketplace
o Tornado: mass-market adoption
o Main Street: aftermarket development
o End of Life: leaders are supplanted by new paradigms/technology
The individual chapters on The Bowling Alley, Inside the Tornado, and On Main Street were full of company examples and useful advice and warnings.
The last chapter on Organization Leadership which described the types of recruiting and management talent appropriate for each stage of the TALC contains very valuable advice.
However, I found the gorilla, monkey and chimp metaphors silly and tedious (I had trouble remembering which animal symbolized what). Surely Moore could have found a more descriptive way of indicating the strengths and strategies of the competitors during each of the phases of the TALC.
Primates aside, I will keep this book and add it to my library of professional marketing reference sources. It's worth picking up from time to time to re-read specific sections to refresh your memory. When you're in the "tornado" you won't have time for this kind of reading, so read it now!
Rating: 4
Summary: Marketing and business strengths, but "people" holes
Comment: Beyond the previous Chasm book, there's a great deal of additional depth in how to make the transition with your business to get your products out to a wider range of people. He also introduced the idea of companies that effectively "live" in one part of the adoption phase or another, not dominating it, but rather living off the share that the market implicitly either wants to give to another competitor to keep a diverse environment or because they're the low-cost clone alternative.
Like another reviewer, I found the gorilla / chimp / monkey metaphor a bit much, though primarily because the "gorilla company" metaphor is used in a slightly different way in the real world. My biggest concern was with the people issues; there's a lot of discussion around how to transition your company from one stage to another and how that will affect the various roles, rewards the people in those roles should expect, and even the type of work those people should be doing. I don't think -- especially for companies as people-based as technology companies -- he spends enough time talking about how you handle those issues, set expectations, and actually lead your company through these sorts of changes. Academically, I could see how he was saying to transform the company over time. Practically, though, I couldn't see how some of his messages could be delivered well. Especially to the engineers working on products.
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Title: Crossing the Chasm by Geoffrey A. Moore ISBN: 0060517123 Publisher: HarperBusiness Pub. Date: 20 August, 2002 List Price(USD): $17.95 |
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Title: The Chasm Companion : A Fieldbook to Crossing the Chasm and Inside the Tornado by Paul Wiefels ISBN: 0066620554 Publisher: HarperBusiness Pub. Date: 20 August, 2002 List Price(USD): $24.95 |
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Title: The Innovator's Dilemma by Clayton M. Christensen ISBN: 0060521996 Publisher: HarperBusiness Pub. Date: 07 January, 2003 List Price(USD): $17.95 |
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Title: Living on the Fault Line, Revised Edition : Managing for Shareholder Value in Any Economy by Geoffrey A. Moore ISBN: 0060086769 Publisher: HarperBusiness Pub. Date: 20 August, 2002 List Price(USD): $26.95 |
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Title: The Gorilla Game : Picking Winners in High Technology by Geoffrey A. Moore ISBN: 0887309577 Publisher: HarperBusiness Pub. Date: 01 October, 1999 List Price(USD): $27.00 |
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