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 20 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 21st-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 ove...