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The Attacker’s Advantage

Turning Uncertainty into Breakthrough Opportunities

By Ram Charan
12-minute read
Audio available
The Attacker’s Advantage: Turning Uncertainty into Breakthrough Opportunities by Ram Charan

The Attacker’s Advantage (2015) provides you with a game plan for success in times of uncertainty. These blinks show you how to spot opportunities ahead of the pack, allowing you to shake up your industry for the better. Your company will stay on its toes and beat the competition every time!

  • Business leaders looking for strategies to meet industry challenges
  • Forward-looking entrepreneurs seeking the next big thing
  • Budding inventors who want a larger audience for their innovations

Renowned corporate advisor Ram Charan holds a doctorate and MBA from Harvard Business School. He is the author of many bestselling books, including Execution: The Discipline of Getting Things Done.

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The Attacker’s Advantage

Turning Uncertainty into Breakthrough Opportunities

By Ram Charan
  • Read in 12 minutes
  • Audio & text available
  • Contains 7 key ideas
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The Attacker’s Advantage: Turning Uncertainty into Breakthrough Opportunities by Ram Charan
Synopsis

The Attacker’s Advantage (2015) provides you with a game plan for success in times of uncertainty. These blinks show you how to spot opportunities ahead of the pack, allowing you to shake up your industry for the better. Your company will stay on its toes and beat the competition every time!

Key idea 1 of 7

Ignore the signs of structural uncertainty at your company’s peril. Always take them seriously!

The world economy will grow by $30 trillion over the next decade – great news for any business!

To make the most of this growth, however, you’ll need to know in which industries to invest and which technologies will dominate the market.

This isn’t easy. Why? Because every industry faces structural uncertainty.

Structural uncertainty arises from external circumstances, and by nature cannot be controlled. For example, internal issues concerning supply or human resources create operational uncertainties, which are easier to spot and prevent. Structural uncertainties, on the other hand, can land even long-established business leaders in trouble.

A technological innovation that turns an industry inside-out is a classic case of structural uncertainty. For example, computer manufacturer Dell was a market leader and enjoyed massive profit margins. That is, until the 2000s when Apple introduced the tablet.

This new technology triggered a drastic drop in demand for personal computers and laptops, Dell’s bread and butter. This structural uncertainty resulted in Dell’s share price plummeting. And Dell never saw it coming!

Though structural uncertainties often take a company by surprise, it is possible to spot them ahead of time. Signals and hints are often right under our noses. The thing is, leaders fail to take them seriously.

This was Nokia’s mistake in the wake of the market introduction of the smartphone, a structural uncertainty about which the company was undoubtedly long aware.

Nokia executives had been researching smartphone technology, and knew that Apple was also filing a series of patents. It was the company’s failure to act on these warning signs that led to it relinquishing its dominant position in the cell phone market.

If you don’t want to become a Dell or a Nokia, you need to learn how to spot uncertainty – and how to act quickly when you do. But what’s the first step? We’ll explore some strategies in the following blinks.

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