For those of you who were in technology marketing and strategy in the 1990's, who could possibly ignore Geoffrey Moore's "Crossing the Chasm" and "Inside The Tornado"?
Moore is back with "Dealing With Darwin: How Great Companies Innovate at Every Phase of Their Evolution."
His new volume, aimed mainly at corporate strategists, cuts across all industries and geographies.
The book's central question is: How can companies innovate continuously?
"Evolution requires us to continually refresh our competitive advantage, sometimes in dribs and drabs, sometimes in major cataclysms, but always with some part of our business portfolio at risk and in play. To innovate forever, in other words, is not an aspiration; it is a design specification. It is not a strategy; it is a requirement."
BOTTOMLINE: Discipline V. Innovate Purposefully, embraces Moore's concepts. Dealing with Darwin is full of caveats about the difficulties in executing these strategies. It's left to readers to customize them to fit their own situations. So this is less a cookbook than a detailed menu of meals that can be prepared to turn your competitors into dinosaurs.