DEV3L on Escape Velocity

Escape Velocity - Free Your Company's Future from the Pull of the Past, by @geoffreyamoore - duration: 6 hours 6 minutes

Pull of the past subverts forward momentum

Secular markets represent new opportunities for which traditional strategic planning cannot take advantage of

Strategy:

• what does the world want from us

Compelling vision aligned with strategy and execution

Hierarchy of Powers:

• category
• company
• market
• offer
• execution

Category

• function of demand
• portfolio management

Company

• vendor relative market share
• tier 1, 2, 3
• amplify crown jewels

Market

• sets of customers who share needs
• word of mouth

Offer

• product in reference to competitors
• most transient, only good as latest hit

Execution

• ability outperform competitive set

Execution Modes:

• invention
• deployment
• optimization
• transition

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Category Power

• is the number one projector of future performance

Category Maturity Lifecycle

• + emerging
• + growth
• + mature
• - declining
• - end of life

In portfolio prioritize high growth & high material

Three Horizons:

1. core
2. emerging
3. new

Horizon 2 Gap - H1 material needs outweigh H2

Goals & matrix - appropriate to the horizon

Company Power

• one or more unmatchable offers

Key Elements

1. competitive set
2. core differentiation
3. execution strategy

Choose your architecture, complex systems or volume operations

Compete within a tier - three tiers

Reference competitor to align the unmatchable offer

Crown jewels - different how

Asymmetrical bets - lead first - manage second

1. Secure buy-in at the top
2. Publish vision/roadmap
3. Burn boats
4. Fund core 1st
5. Whatever it takes
6. Tip point

Market Power

• vendor of choice in market

Niche Markets:

• Disruptive tech
• New geo
• Adjacent lane
• Anchor turnaround
• Neutral problem
• Great opportunity
• Exploit granular growth
• Market in transition

Rules:

• big enough
• small enough to lead
• crown jewels fita

It's the problem first and foremost that binds you to the customer - not about you

Offer Power

• do not pick up dimes in front of a steam roller
• waste recyclable as fuel, hidden dollars - melt dimes into ingots

Innovation:

• Productivity
• Neutralization
• Innovation

Execution Power

• Invention
• Deployment
• Optimization

Knowledge Share:

• Capture work artifacts implicitly
• Index people to projects
• Pull mechanism, not push

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Conclusion recaps major topics and playbooks for execution, vision, and strategy

Break from the past

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Reference Journal Events: Start, Finish