Written as a sequel to Crossing the Chasm, Inside the Tornado is a succinct summary of the Technology
adoption Life cycle end to end, with a particular focus on the tornado, a brief period of hypergrowth when revenues can accelerate to triple-digit percentage gains, market leaders emerge, and an industry pecking order is established that will likely last for the duration of the category.
The Tornado represents market development dynamics that are the polar opposite of the chasm. Instead of skepticism and hesitation, now that the new innovation has caught on, pragmatist customers are rushing to get on the bandwagon and make sure they do not get left behind. In this rush, they want to buy from the market leader, for they know that the ecosystem will rally around that company and keep it in business for a long time to come. Winning the battle to gain that leadership position, or failing that, to carve out a more local position of strength, requires its own playbook, one distinct both from the playbook for market creation efforts that precedes it and the one for installed base marketing that follows.
Inside the Tornado lays out these three playbooks in parallel, making clear how different each one is in the demands it makes on the go-to-market team, and offering best practices for choosing and executing the right one.