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The Momentum Effect: How to Ignite Exceptional Growth (Financial Times Series)
 
 
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The Momentum Effect: How to Ignite Exceptional Growth (Financial Times Series) (Hardcover)

by Jean Claude Larreche (Author)
5.0 out of 5 stars See all reviews (6 customer reviews)
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Product details

  • Hardcover: 289 pages
  • Publisher: Wharton School Publishing; illustrated edition edition (1 May 2008)
  • Language English
  • ISBN-10: 0273712535
  • ISBN-13: 978-0273712534
  • Product Dimensions: 23.6 x 15.5 x 3 cm
  • Average Customer Review: 5.0 out of 5 stars See all reviews (6 customer reviews)
  • Amazon.co.uk Sales Rank: 211,418 in Books (See Bestsellers in Books)

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Product Description

Review

"Momentum does offer a big unifying theory... Read and enjoy this book." - Financial Times, May 2008

 

"Larreche's research throws new light on age-old debates about marketing budgets and marketing effectiveness" - Marketing Week May 2008



Product Description

One of the most frequent challenges that managers and executives face today is: ‘How do I keep on growing and at the same time, make a profit?’ Based on the author’s extensive research on over 350 Fortune 1000 Firms, The Momentum Effect proves that the old method of spending big on marketing and slashing the manufacturing costs doesn’t work anymore. Instead, it provides new evidence to show that in order to achieve profitable growth you have to create new value for customers through innovation, ingenuity and most importantly by seeing things from a customer perspective. This strategy generates a positive, reinforcing momentum which leads to further growth.

 

Why limit your business growth? With Momentum, you won’t have to.

 



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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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3 of 3 people found the following review helpful:
5.0 out of 5 stars Powerful and Compelling, 1 Oct 2008
This book is about how to create profitable growth and sustain that growth indefinitely. Achieving this state of indefinite profitable growth is called momentum. Momentum results from an intense customer focus that permeates the enterprise. Notions relating to customers - insights, value, equity, offering, satisfaction, retention, and engagement -- are given qualifying labels, explicit momentum oriented definitions, and represented as modules of a system of an iterative synergistic process. This process develops traction with customers and removes resistance to growth while focusing all the sources of energy of the firm on building and keeping the momentum going. This is a complete framework for what the title of the book claims - how to ignite exceptional growth. Each stage of the process is described along with related case studies that provide evidence of the effectiveness of the process.

Applying this momentum framework as an interpretive lens to businesses reveals compelling insights. One insight is that a business with a disciplined approach to providing compelling customer value and creating vibrant customer satisfaction actually does this at a lower cost than a business not so oriented. And, of course, the kicker is the phenomenal profitable growth and value that accrues to the firm practicing the principles of momentum. Another insight is the cumulative results that come about with such a tight-knit discipline. Over time, even small advantages in cost or growth factors in the business result in tremendous leads over competitors - like the miracle of compound interest - putting a firm into a whole new arena, i.e. leaving competitors trailing in their wake.

What is particularly good about this book is the thoroughness with which a very complex subject has been addressed. Each essential idea, such as `compelling equity' or `power offering,' is explicitly defined to bring home what it means specifically to this process. Frameworks and constructs explain how to pragmatically address the essential idea in each module of the overall process. For example, there is an Insight Discovery Matrix for flushing out Compelling Insights. There is the Customer Value Map and Wedge to define what the customer perceives as value. The frameworks bring effective guidance to what are otherwise too often unstructured activities. One particularly powerful framework is the Action Roadmap to Momentum that guides the mobilization of stakeholders, detects friction and insights, and converts customers. Disciplined use of this framework, even by the most successful firms, will prevent management from falling into the traps of hubris or complacency. Essential to effective management, possible performance metrics related to each of the essential ideas are provided as well.

What I think makes the momentum approach particularly effective is that the inherently messy process of exploration is given the structure needed to manage it but, at the same time, not destroy the messiness that is essential for creativity to thrive. A vital element of exploration is the technique of iteration. The power and value of iteration is often unrecognized and untapped by impatient management. Here it is a central theme to the whole approach.

An important contribution to the discussion of business models is noting the design and execution of the firm's offering as a business model in and of itself. Larréché identifies three renditions of an offering creation business model as it has evolved over time. First is the product-focused model: develop the product, make the product, and sell the product. Next is the value-delivery model: select the value proposition, create the value, and communicate the value. These first two models are linear models. The third model, the momentum model is an iterative, interactive, and integrative model that brings the design and execution of offerings into one symbiotic relationship.

The employee momentum, the internal momentum that complements the external momentum, is addressed with the same model and principles as the one that addresses the customer. The leadership to build momentum and create synergy between customer momentum and employee momentum is also addressed. Both the employee momentum and momentum leadership are part of the overall momentum puzzle to be solved.

A lot is packed into this book. It may require some study to capture its full value. It is a valuable contribution to the art and science of management.
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2 of 2 people found the following review helpful:
5.0 out of 5 stars Feel the momentum, 4 Jun 2008
By ee goings (Oxford, UK) - See all my reviews
I have to confess that business books aren't my favourite genre. But every once in a while, one comes along and captures my imagination. This one not only captured it but carried me away with its own, well, momentum.

OK, so there are lots of those cheesy b-school diagrams, lovingly crafted in Powerpoint (one of my pet hates about the genre). But in between, there are plenty of great stories and a powerful narrative worthy of the title. Business stories, told well, are strangely compelling - and these are some of the best.

And OK again, there's a certain amount of stating the obvious, wrapped up in research (the main problem with books by business gurus). But sometimes we really do need to be told an obvious truth that somehow got forgotten in the complexities of 21st-century business. So many organisations that I've worked for treat customer focus as an optional extra, tacked on as an afterthought - or worse, overlooked completely.

Now at least, when my colleagues are scornful of the people who ultimately pay their salaries or witter endlessly on about shareholder value without acknowledging where that value comes from, I'll have a hard-edged book to throw at them.

It's just kind of ironic it took a Frenchman to remind us how important our customers are!
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2 of 2 people found the following review helpful:
5.0 out of 5 stars Revealing the Dynamics of High Performance Marketing, 15 May 2008
By N. MCDONAGH (St Albans) - See all my reviews
(REAL NAME)   
The Momentum Effect is all about high performance marketing and shows quite clearly that there is a significant reward for people and organisations that do marketing well. It is very refreshing to see that what is rewarded is not to cut the marketing and advertising budget. On the contrary - high performance marketing companies often increase their spend on these activities, but do so in such an efficient way that they generate a greater overall return on marketing investment, something for which we as marketing professionals have a great responsibility. I have no doubt that understanding these dynamics will become a necessary condition for justifying bigger marketing budgets in future. Larréché shows us the way to do it!

As a practicing consultant. I also really like how Larréché addresses the design and execution of marketing strategy in equal measure. The Momentum Effect strikes a very comfortable balance between the powerful research findings and the engaging case study illustrations - something that is often lacking in many business books.

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Most Recent Customer Reviews

5.0 out of 5 stars A book looking forward
JC Larreche certainly was not anticipating how relevant his book will become less than 6 months after he published it. Read more
Published 5 months ago by A. Uhlmann

5.0 out of 5 stars Useful marketing book
Found this book very useful and it provides a 'fresh' view on marketing. It will change the way I think about marketing and sales (replaces the traditional "5Ps"). Read more
Published 6 months ago by N. Schelander

5.0 out of 5 stars A book for the real world
This is one of the most powerful and exciting books I've read in years. I've been following Larreche's work for about ten years now, since I came across some reports he did for... Read more
Published 14 months ago by Pardo

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