Inside the Tornado : Marketing Strategies from Silicon Valley's Cutting Edge by Geoffrey A. Moore

Geoffrey Moore has high-tech marketing nailed. He understands how to position, package, and price the product.

He talks about Niche Marketing

• ... simplifies the whole product
• challenge inherently profitable
• represent capturable territories
• can be leveraged into adjacent segments

The tornado...

• ...focus on economic buyer and end user
• emphasize ROI as compelling reason to buy
• differentiate whole product for single application

Other essential points...

• Attack Competition to gain mass mkt share
• Position products horizontally as global infrastructure main street
• Sell to the end user
• Focus on the end user's experience of the product, seeking to gratify their individual needs
• Differentiate the commoditized whole product

If you have a high-tech product for sale you should consider "Inside the Tornado" as a guide.