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Zone To Win

Organizing to Compete in an Age of Disruption

By Geoffrey A. Moore
15-minute read
Audio available
Zone To Win by Geoffrey A. Moore

Zone to Win (2015) is the ultimate guide to organizing your company to compete effectively in an age of disruption. These blinks will show you how to keep up with constant market innovation while creating lucrative disruptions of your own.

  • Established CEOs concerned about the disruptive effects of start-ups
  • Start-ups looking to take on market leaders
  • Business leaders seeking high-efficiency management models

Geoffrey A. Moore holds a doctorate in literature from the University of Washington and works as a consultant for technology companies such as Salesforce and Microsoft. His first book, Crossing the Chasm, sold over one million copies.

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Zone To Win

Organizing to Compete in an Age of Disruption

By Geoffrey A. Moore
  • Read in 15 minutes
  • Audio & text available
  • Contains 9 key ideas
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Zone To Win by Geoffrey A. Moore
Synopsis

Zone to Win (2015) is the ultimate guide to organizing your company to compete effectively in an age of disruption. These blinks will show you how to keep up with constant market innovation while creating lucrative disruptions of your own.

Key idea 1 of 9

Companies need to innovate to keep growing, yet such a disruption necessarily has a ripple effect.

Any surfer knows that you’ve got to catch a wave at just the right moment. The same holds for companies. To grow, they need to catch the next wave of innovation before a competitor does.

In fact, the best way for a company to grow rapidly is to introduce a new product or service that turns an industry on its head: consider the innovations of online marketing, cloud computing or electric vehicles.

Being an innovative market leader can be extremely profitable, often yielding 20 percent revenue growth over the first five to seven years after a new product or service is introduced.

On the other hand, if you miss the wave, there’s no way to catch it later. You’re best off searching for another swell later on!

Companies that experience continuous growth are experts at catching innovation waves. For instance, Apple caught not one but three waves in the last ten years: digital music, smartphones and tablets. In doing so, the company completely transformed the market for mobile technology.

Disruptive innovations, however, can also throw whole industries off balance, as a disruption in one field can have far-reaching effects in others.

With the release of the iPhone, not only was the market for mobile phones turned upside down but also the commercial airline sector had to adjust to the new reality. Customers suddenly wanted to use their smartphones to book trips, download boarding passes and track flights.

Thus the airlines that could quickly build a strong mobile app had a huge advantage in the market. But this particular disruption didn’t just require a simple infrastructure upgrade. The introduction of smartphones forced airlines to reconsider all their processes, from check-in to lounge services to boarding – requiring substantial investments that didn’t immediately result in additional profits.

So disruptive changes certainly can be difficult for companies to handle. This is why it’s essential to know how to manage disruption when it comes knocking at your company’s door.

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