Inside the Tornado : Marketing Strategies from Silicon Valley's Cutting Edge

Inside the Tornado teaches a startling lesson. As markets change, the very skills that you've just perfected become your biggest liabilities, and if you can't put them aside to acquire new ones you're in for tough times.

This is a challenging lesson to apply but Geoffrey Moore uses inspiring examples from market-leading firms to illuminate every dimension of managing a market-focused business strategy.

All industries which rely on technology - not just computer hardware, software and telecommunications, but entertainment, publishing, broadcasting, banking, insurance,healthcare, aerospace, defence, utilities, pharmaceuticals, retail and pretty well every other type of industry - must learn to thrive Inside the Tornado.