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Summary: IF YOU ARE IN HIGH-TECH AND HAVEN'T READ THIS THEN GO HOME!
Review: SIMPLE. ELEGANT. COMPELLING. ENGAGING. OBVIOUS AND A MARVEL. TELLS YOU ALL YOU ALREADY FEEL YOU KNOW AND TELLS YOU ALL YOU SHOULD KNOW. BRILLIANT. HIS NEXT BOOK SHOULD COVER THE HIGH-TECH SERVICE INDUSTRY.
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Summary: Same Reprise of 60's Marketing read in "Crossing the Chasm."
Review: The author's books are examples of the power and magic of creative marketing. "Crossing the Chasm" and "Tornado" are a reprise of 60's marketing fundamentals re-labelled with Silicon Valley buzz "stuff." Relatively harmless reading. But only the young and inexperienced will react with bouncy enthusiasm and the sanctimonius exuberance of one who has just seen the ultimate truths revealed. Those who become apostles should be checked at the door for relative intelligence, levels of experience and the age on their driver's license. The "oldsters" will be smiling in the back of the bus and watching the "youngster" marketing "pros" be out-smart-keted by one of their professed own as he deposits the change in his growing bank account as his enlightened followers eagerly line up with money in hand.
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Summary: A good read
Review: The reader of this review is cautioned that the writer has not read the first book of this series and as a result may not be able to offer adequate criticism. This book is very informative and fairly useful. Moore uses real world examples and effectively makes his case in the examples very well. Where this book is weak is with Moore's assertions broadening the model from his examples to the market. For instance, suppose the business cycle described in this book applies to an example with Intel. In order to make the point that the model also applies to other tech or even online businesses one needs sound logic to relate those businesses to Intel. Moore does not always make his case for broader application very well. Sometimes the case seems to fit very well and others it does not. The modeling was very good and most of the points of the book were excellently made and very well thought out. I would recommend this book to anyone in the tech field.
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Summary: Excellent marketing strategy model for Internet StartUps
Review: This book is about how high tech entrepreneurs can create and execute marketing strategies that work. Moore introduces a strategic model based on the bell-shaped diffusion curve concept which says that innovations undergo different stages in their course to market leadership. And Moore explains detailed what is necessary to do to gain market dominance. Moore describes this model very realistic and he does not care about typical marketing myths. This model is explained by many examples from successful companies such as Intel, Microsoft and Oracle. This books is one of the very few books in the marketing literature without typical buzz words, simplifications or exaggerations.
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Summary: Excellent book for anyone in Information Technology
Review: This book should be read by anyone in Information Technology: I.T. product companies, I.T. consulting companies, and I.T.(MIS) professionals. Being in I.T. for over 10 years, I have intuitively observed trends and tendencies. Moore explains, illustrates, organizes the dymanics of techology adoption within a very sound understandable model. He relates each phase across a number of interesting dimensions including: strategy development, economic buyer (psychographics), service provider to product company relationship, Discipline of Market Leaders, and more. It is great book I will keep it handy on my bookshelf. I highly recommend it
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Summary: Mundane: read Chasm
Review: This is a weak sequel to Crossing the Chasm. Chasm was original and insightful. Tornado is full of cliches and mangled metaphors.
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Summary: Its raining bananas
Review: This is fantastic. Some simple mataphors: the bowling alley (niche marketing where you pick off segments like pins), tornado (when market demand increases exponentially) and main-street (when the tornado dies down and you need to focus on adding value). Some jungle characters: the gorilla - the company with the greatest market share, the chimps - the apes who wanted to be gorillas but failed and the monkeys - the low cost clone providers. A wonderful explanation of how it is so easy to get it dead wrong as markets change, dead wrong in strategy, dead wrong in the selection of critical success factors and dead wrong in who you select as your CEO. Easy to understand and vivid in its descriptions. If you are into high-tech and you want all the bananas get into this now.
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Summary: I don't think we are in Kansas anymore, Toto
Review: This was a groundbreaking book for many readers, who grew up in the pre-Silicon Valley boom days. How could Intel, Microsoft and other high-tech giants seize so much revenue, so fast? What were their marketing secrets and how can you apply them if you are in a new technology business? These are good questions and the description of how the successful companies stayed ahead of their competitors is educational. The rules look simple:
1. Just ship
2. Expand your distribution channels (and leave none unprotected)
3. Drive to the next lowest price point. To me, this is more like staying ahead of the wave in surfing rather than riding a tornado, but whatever the metaphor, these are accurate descriptions of how high growth companies kept their products rolling and revenues coming in during high-demand times. But do any of these rules apply to staying ahead of the competition during the lean times? Where have the tornados dropped everyone during the inevitable slowdown after a long, strong period of growth? Look at HP--who drove these rules to high success with the laser and deskjets and unbeknownst to many, took the lead in the home PC market too before the recession hit. Now, when spending on technology has been frozen by corporations seeking to hold costs down during the downturn, how do any of the marketing rules set out by Moore apply? Well, the author points out that one has to be alert to when a new tornado is coming, though that is difficult. Now, when companies are slowing down is when technology developments in the skunk works are allowed to flourish; R&D has more time to perfect new technologies when there is little pressure to get out in a heated marketplace. Sooner or later, then next tornado is coming and the companies that are ready with strategic partnerships, competitive advantage, proper "bowling pin" positioning of product will profit. Right now may be the Year of the Monkey ("monkeys" compete on low price and low overhead) but the fundamentals have not changed for the next wave of a technology boom. I like this book for looking at the fundamentals of companies who will be up and coming in the next recovery period, and for setting up marketing strategies for new products we are developing in house at our firm. Who has the best in-house R&D? What are the coming new technologies? Who's positioned to profit--look at the rules put forth in "Inside the Tornado" and see if you can make any predictions. Recommended reading.
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Summary: REPACKAGING BASIC MARKETING
Review: Well it is nothing but old and basic marketing from marketing 101 repackaged for the Silicon Valley. I EXPECTED MORE FROM HIM. DISAAPOINTED.
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Summary: excellent - helps to frame issues facing emerging tech firms
Review: well, known to be on the shelves of many CEOs in silicon valley, this book highlights the issues and outlines the right strategies for marketing of emerging technology products. reading this book is a worthy investment of your time.
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