Inside the Tornado

Harper Business, 1995. Hardcover. Very Good/Very Good. The chasm is where high-tech fortunes are lost... the tornado is where the y are made."-- Steve Jobs, Founder & CEO, Next Computer, Inc. Now, in this fascinating sequel, Moore shows how to capitalize on the profi t-rich niches and hyper-growth markets beyond the chasm. Continuing to char t the impact of the Technology Adoption Life Cycle, he explores its effects not just on marketing but on overall business planning, especially strateg ic partnerships, competitive advantage, positioning and organizational lead ership. Moore's most startling lesson is: "As markets move from stage to stage in t he Life Cycle, the winning strategy does not just change -- it actually rev erses 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 o nes, then you're in for tough times." As challenging as this lesson is to apply, Moore leads the way. Using actua l examples of cutting-edge firms, he applies the Life Cycle model to all as pects of managing a market-focused business strategy, including how to mana ge people effectively through each phase of the cycle. There are significan t 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 re turn 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, insur.