If you read our recent post about Soundview’s publication of the summary of Stephen Wunker’s Capturing New Markets, you’ll recall that we discussed the difficulty of attempting to continue on a single path of success. In fact, this tendency to become ruler of a single domain can create a situation of diminishing returns. To combat this problem, Soundview has a new summary that makes an excellent companion to Wunker’s book. In Escape Velocity: Free Your Company’s Future from the Pull of the Past, author and tech industry expert Geoffrey A. Moore attempts to help executives stand up to the pressure of repeating their current success story.
One would assume that with Moore’s feet firmly planted in the tech world that his book would be the latest in the steady stream of books that heap praise on Apple and Google and instruct readers to “simply” do what they do. To his credit, Moore recognizes that, for example, an insurance company in Wisconsin can’t base its economic future on developing the insurance equivalent of an iPad. Readers who would hesitate to pick up Escape Velocity for fear that it won’t apply to their businesses should lay those doubts to rest. Moore does an excellent job of structuring his book to launch from its tech industry base into strategies that are applicable to a variety of fields.
At the heart of Moore’s strategy is, as he puts it, a “framework of frameworks.” He instructs readers on the mastery of five powers: Category, Company, Market, Offer and Execution. As with his earlier work Dealing with Darwin, Moore provides numerous tips to give your company both a path to progress and, perhaps of more importance, a way to stand out from the competition.