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“Readthis book to learn how to create a company as powerful as Apple.”—Guy Kawasaki,former chief evangelist of Apple
InEscape Velocity Geoffrey A. Moore, author of the marketing masterwork Crossingthe Chasm, teaches twenty-first century enterprises how to overcome thepull of the past and reorient their organizations to meet a new era ofcompetition. The world’s leading high-tech business strategist, Moore connectsthe dots between bold strategies and effective execution, with an action planthat elucidates the link between senior executives and every other branch of acompany. For readers of Larry Bossidy’s Execution,Clay Christensen’s Innovator’s Solution, and Gary Vaynerchuck’sCrush It!, and for anyone aiming for the pinnacle of business success, EscapeVelocity is an irreplaceable roadmap to the top.
Moore (Crossing the Chasm), founder of the consulting practice TCG Advisors, presents a plodding guide to freeing your company from "the pull of the past," stepping out of the status quo and succeeding in a globalized world in rapid flux. He suggests organizing and refining management approaches to managing the interactions between five aspects of your brand, each a particular power, e.g., "category" (high-demand products or services like smartphones and cloud computing), company status, and market force. He demonstrates how each type of power influences economic performance, sales and pricing strategy, competition, and positioning. He urges readers to focus on innovation, and advises freeing your company from legacy commitments. Moore has compelling and even executable ideas, but they're hard to find behind a thicket of dull writing and business jargon.