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Escape Velocity: Free Your Company's Future from the Pull of the Past [Kindle Edition]

Geoffrey A. Moore
4.8 out of 5 stars  See all reviews (8 customer reviews)

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Book Description

“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.

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Product Description


“A pragmatic framework to help mature enterprises escape the pull of their pasts and embrace the new reality of work.” (John Chen, CEO, Sybase)

From the Back Cover

From the world’s leading high-tech strategist comes the definitive road map to help established companies create next-generation growth.

Geoffrey Moore’s now-classic Crossing the Chasm became a must-read book by presenting an innovative framework to address the make-or-break obstacle facing all high-tech companies: how to gain market share from early adopters and from mainstream consumers.

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 move beyond past success and drive next-generation growth from new lines of business.

As he worked with senior management teams, Moore repeatedly found that executives were trapped by short-term performance-based compensation schemes. The result was critical decision-makers overweighting their legacy commitments, an embarrassingly low success rate in new-product launches, and a widespread failure to sustain any kind of next-generation business at scale.

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, market power, offer power, and execution power—this insightful work shows how each level of power can be orchestrated to achieve overall success. Moore explains

  • how to use mergers and acquisitions as well as organic innovation to systematically migrate an enterprise’s portfolio out of lower-growth and into higher-growth categories;
  • 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.

Drawing from thousands of hours spent face-to-face with CEOs and their teams, Moore presents case examples and best practices. While his experience is deeply rooted in the high-tech sector, his models and techniques apply well beyond this arena, including to the public sector.

At a time when the world is looking to established enterprises for growth and stability, 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.

Product details

  • Format: Kindle Edition
  • File Size: 1738 KB
  • Print Length: 245 pages
  • Page Numbers Source ISBN: 0062040898
  • Publisher: HarperBusiness (6 Sept. 2011)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B004S32R42
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Bestsellers Rank: #267,191 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

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Most Helpful Customer Reviews
5 of 5 people found the following review helpful
By Robert Morris TOP 100 REVIEWER
The quotation in the title of this review is from Leading Change in which James O'Toole brilliantly explains why most of the resistance to change initiatives is cultural in nature. Over the years, Geoffrey Moore has written several books in which he explains how business leaders need to cross the chasm created by disruptive technologies, to survive inside a tornado of constant change, and to deal with a process of natural selection that eliminates many (most?) companies that defend the status quo (or at least their status quo) rather than escaping from its appealing but lethal limitations and insufficiencies. In his latest book, Moore suggests that there is some "hidden force" that is working against most companies' efforts: "the pull of the past, most concretely embodied in [a company's] prior year's operating plan."

One especially significant result of that organizational vulnerability is that it precludes exposure to what Moore characterizes as "secular market change." That is, a "not to be repeated" expansion of the market that occurs whenever a new category or a new class of customers is brought on board. That expansion "stands in contrast to [begin italics] cyclical growth [end italics], which refers to the ongoing returns from an established market, one in which the customers and the category remain the same and power shuttles here and there among various vendors and their latest offers. The key point here is, you can make a mistake with cyclical growth and still have plenty of chances to get yourself back in the game. That is not the case, however, with secular change. Missing out on the opportunities it offers "is a disaster.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Simple, Effective and Highly Relevant 24 Nov. 2011
Format:Hardcover|Verified Purchase
I have been a fan of Geoffrey Moore's work since "Crossing the Chasm" was first published 20 years ago. That book remains as relevant now as it was then. Anyone familiar with his earlier works will recognise some powerfully resonant concepts in the contents of Escape Velocity, but Moore has moved his sights from start-ups wanting to move into the mainstream to established companies wanting to break away from the pull of the past. Moore's ideas - as always - are simple, effective and highly relevant. Don't let the fact that this is pitched at established companies put you off if your company is still in start-up or growth phase: you'll find ideas you can put into action here.
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5.0 out of 5 stars What they don't teach you at Business School 30 Nov. 2012
Format:Kindle Edition with Audio/Video|Verified Purchase
How do you keep innovating as an established business without the accountants taking over? Well Moore knows........

A practitioners book - fixing joining up strategy with execution - done in a way that allows innovation to flourish

Ever grappled with actually trying to implement any of Porters strategies or Balanced scorecards or had budgets thrust upon you to sort out super quick for next year calling for growth just based upon a factor of last years results?

Brand new frameworks and approaches that are not taught at Business School (MBA), perhaps they should be....

Highlights for me : The hierarchy of powers, material to growth matrices, core/context models

My head hurt in the last couple of chapters as Moore unleashed his thinking...

When I sat down and applied it to my job it gave new insight that I couldn't have gained by just abstracting myself - not enough time to do it.

So Moore gives you a shortcut.........

Well worth going back over the frameworks to embed them as the need arises - a permanent place in my kindle just for that reason

Combine it with Outcome Driven Innovation and Lean Start-up approaches too.....
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5.0 out of 5 stars Escape Velocity 14 Feb. 2012
By Rolf Dobelli TOP 1000 REVIEWER
In this challenging, realistic discussion, strategy consultant Geoffrey A. Moore uses an extended metaphor: the past's gravitational hold on your company. To break free of its influences, you must generate "escape velocity," a force that allows you to burst through the weighty barrier of the past. Moore argues for five distinct categories of power that help you reach escape velocity and head for the future. Though his work is a bit jargon-laden and sometimes hard to follow, his strategic ideas make sense. To follow his metaphor of jolting away from old patterns, let Moore's concepts function as a catalyst. They won't work alone, but if you introduce and apply them effectively, they are intended to accelerate radically how your company utilizes its talent and resources - the fuel for any journey. getAbstract recommends Moore's groundbreaking manual to planners, innovators and those looking to upgrade their company's market position.
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