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The Momentum Effect: The Secrets of Efficient Growth: How to Ignite Exceptional Growth (Financial Times Series) Paperback – 1 May 2008

4.9 out of 5 stars 7 customer reviews

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Product details

  • Paperback: 304 pages
  • Publisher: Wharton School Publishing; Ill edition (1 May 2008)
  • Language: English
  • ISBN-10: 0273712535
  • ISBN-13: 978-0273712534
  • Product Dimensions: 15.9 x 2.5 x 24.1 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 1,026,030 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


"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

From the Back Cover



"This book shows you how to build momentum for growth and leave your competitors trailing far in your wake!"

Richard Branson, Founder, Virgin Atlantic Airways




“The Momentum Effect is a must-read.”

W. Chan Kim & Renee Mauborgne, authors of the international bestseller, Blue Ocean Strategy


“Larreche has codified the holy-grail of self-sustaining growth.”

Alan Hughes, CEO First Direct Bank, 1999-2004


“A masterclass from one of the greatest of business thinkers.”

Lord Birt, Director-General of the BBC, 1992-2000 and Strategy Advisor to the UK Prime Minister, 2000-05


“… an extremely valuable tool for every business executive.”

Henri de Castries, Chairman of the Management Board, AXA


Growth: Exceptional, sustainable, profitable growth. That’s what some companies deliver, year after year. Their secret? Momentum: a growth that feeds on itself, helping these businesses pick up speed while their competitors tire and fade.


The Momentum Effect reveals the secret of these extraordinarily successful companies and offers you a smarter way to deliver exceptional growth for your business. This ground-breaking new book sets out a clear eight step process for systematically creating momentum for any company, in any industry, under any market conditions. Some business leaders talk about “catching the wave”. Not smart leaders: That’s too passive. Smart leaders actively build their own wave by igniting the touchpaper of effortless, frictionless growth. Then they harness its momentum to deliver sustained exceptional growth that leaves their competitors trailing in their wake.



The Momentum Effect – the definitive rules of growth for every business, in every situation





Delivering profitable growth year after year is the number-one, non-negotiable imperative facing anyone in business today. Many companies struggle to meet this target, others achieve it in fits and starts, but only a select few consistently beat it. How do these world-beaters do it? The answer lies in The Momentum Effect. This is the book that will help you:

·         Gain, maintain or regain momentum in 8 clear steps

·         Discover unfulfilled customer needs and untapped opportunities

·         Craft power offers that create customer traction

·         Mobilize positive emotions outside and inside your organization

·         Energize your team

·         Deliver exceptional growth year after year after year

·         Outsmart your competitors to leave them trailing in your wake!


The exciting discoveries and inspiring guidelines presented in The Momentum Effect draw on a rigorous empirical study of the world’s largest companies, which examined their growth in revenues, profits, and shareholder value over 20 years. This study was complemented by in-depth studies of a vast number of large and small businesses that have enjoyed periods of exceptional growth over the last 50 years. Read their stories, then find your own momentum.


Can your company afford to be without The Momentum Effect?






[photo to be added]


About the author


J.C. Larreche is Professor at INSEAD, France, where he holds the Alfred H. Heineken Chair. It was as a student at Stanford that he was first nicknamed “J.C.” by his friends. It was also there, in the midst of Silicon Valley, that he developed an interest in the way some firms achieve exceptional growth while others don’t. Since then, his research, teaching, and consulting activities have focused on the discovery of systematic and practical ways to help businesses achieve quality growth that is not only exceptional but also sustainable.


J.C. has always combined his academic life with a business career, and is particularly attuned to the practical day-to-day realities which executives have to deal with.  He is a renowned consultant with leading global corporations, most of them listed in the global Fortune 500. Aged just 35 he was appointed a non-executive director of the multinational firm that became ReckittBenckiser, and he kept that position for the exceptionally long tenure of 18 years. He is the author and co-author of many books and articles, as well as Markstrat, the leading strategic marketing simulation used by more than a million executives worldwide.

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Format: Paperback
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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Format: Paperback
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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Format: Paperback
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 the FT. A few years ago I also got a chance to see him speak. The guy is great and I've been waiting for this book ever since - especially as, unlike some other management guru/professors/authors he also has experience of the real world (he was on the board of a FTSE 100 company for a long time).

It doesn't disappoint.

The process he sets out is simple but it is also very powerful - and it also makes sense. He starts by challenging the assumption that increasing marketing spend is the best way to deliver growth. He argues that this is often just a way of buying growth that your products aren't good enough to earn. Instead, he says, you should develop a genuinely deep understanding of your customers that goes beyond the usual surveys and segmentation studies and gets under their skin - then use that understanding to create better products then be ambitious enough about the way you deliver the product and make sure that your customers' experience is so good they start to become engaged - this engagement will help you learn more about your customers and so the whole thing kicks off again.

It might sound simple but in practice it's not easy. However, the tools that are all through the book are a great help in putting this into practice - just one (the customer value wedge) is worth the price alone - I've already used it three times today already with members of my team.

That's just one example. Most strategy books combine a bit of research and with good stories. What really makes this book stand out is a grounded realization that the real world is a messy place where things don't always go right first time. It's brilliant.
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Format: Paperback
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.
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