Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets
Hypergrowth markets are explained and explored in a book offering specific answers as to how companies can develop markets for their products, how they can sustain this growth, and how they can survive the inevitable downturns.
In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author's note. Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.