Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets

Geoffrey A. Moore · First published December 27th 2005

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.

The book “Inside the Tornado” by Geoffrey Moore provides an in-depth look at the challenges and opportunities that arise during periods of hypergrowth in markets. The author outlines strategies for companies to successfully navigate these phases of rapid growth and establish long-term success.

1. Identify and target the early adopters, the key drivers of growth in a market.
2. Focus on product-market fit, making sure the product meets the needs of the target market.
3. Build a cross-functional team to handle the demands of hypergrowth.
4. Develop an effective go-to-market strategy that leverages the strengths of the company.
5. Embrace change, be open to pivoting if the market demands it.
6. Focus on revenue growth and customer acquisition.
7. Invest in sales and marketing to drive growth and increase brand awareness.
8. Foster a culture of innovation and experimentation to stay ahead of the curve.
9. Establish processes to scale the company effectively and efficiently.
10. Monitor the market and be prepared to adapt to changes as they arise.