Escape Velocity: Free Your Company's Future from the Pull of the Past

Moore (Crossing the Chasm), founder of the consulting practice TCG Advisors, presents a plodding guide to freeing your company from "the pull of the past," stepping out of the status quo and succeeding in a globalized world in rapid flux. He suggests organizing and refining management approaches to managing the interactions between five aspects of your brand, each a particular power, e.g., "category" (high-demand products or services like smartphones and cloud computing), company status, and market force. He demonstrates how each type of power influences economic performance, sales and pricing strategy, competition, and positioning. He urges readers to focus on innovation, and advises freeing your company from legacy commitments. Moore has compelling and even executable ideas, but they're hard to find behind a thicket of dull writing and business jargon. (Sept.)