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The enhanced edition includes five exclusive videos from the author as he presents his theory of the hierarchy of powers and uses it to challenge current approaches to portfolio management, resource allocation for competitive advantage, investments in innovation, and driving change management across a global enterprise.
Based on twenty years' experience advising the top leaders of many of the world's most successful enterprises, Moore's Escape Velocity offers a pragmatic plan to engage the most critical challenge that established enterprises face in the twenty-first century economy: how to escape the gravitational pull of legacy businesses and build material positions in next-generation categories.
In Escape Velocity, Moore presents a cogent strategy for generating future growth within an established enterprise. Organized around a hierarchy of powers – category power, company power, offer power, and execution power – this insightful work can show how each level of power can be orchestrated to achieve overall success. Moore explains
How to measure and manage the treacherous “adolescent phase” of next-generation businesses when they are not yet material to financial results yet must make sizable demands on resources needed to meet the current fiscal year's commitments.
How to reallocate resources across an enterprise in deliberately asymmetrical ways to create a powerful and sustainable foundation for a long-term competitive advantage;
How to leverage target-market initiatives as accelerants to growth and as stepping stones to broad overall category success;
How to create unmatchable offerings by being swift to neutralize competitors' innovations and laser-focused on driving in-house innovations to make a business impervious to competitors;
How to fundamentally change the execution cadence of an organization, pushing change from innovation to broad deployment, creating an irreversible tipping point along the way.
At a time when the world is looking to established enterprises not just for investment stability but as job generation engines as well, Moore's analysis is penetrating and his prescriptions are right on the mark. Escape Velocity gives executives and their teams a practical way forward to take advantage of the opportunities amid industry and economic disruptions.
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.
I read this during my invention process, once I was acquired and 6 months into the new company. I learned more every time I re-read the book. There is an art and science to this and this book outlined everything very well. I am now using this book to rally and focus the team as we think about our horizons.
Thanks to Geoffrey Moore for his great insights.