MarketBusters: 40 Strategic Moves that Drive Exceptional Business Growth
Dan Janal: I loved reading this book. Each page had an example of a tactic or strategy that could change your business for the better. Everyone talks about going outside the box. This book is your road map for charting that territory!
Question: Who is the intended audience?
Answer: Executives in companies looking for new growth vehicles
Q: What is the book about?
A: The book is about how companies, even in tough industries (think cement) or industries that are written off as hopelessly mature (think plastic packaging) or industries where it looks as if everything that can be done has been done (think auto insurance) can nonetheless discover fantastic vehicles for growth. The book looks at successful and unsuccessful attempts, then creates five ‘lenses’ that the reader can use as tools to help them find their own pathways to growth.
Q: Why are you the best person to write this book?
A: Because I’m a growth and innovation junkie! More seriously, what we bring to bear is both a fascination with the real phenomenon and the discipline that comes from serious social-science training (my Ph.D. is from the Wharton School).
Q: How is this book different from other books on this topic?
A: Firstly, we don’t just take examples of success and report on those – we look at the failures, too, so you won’t be getting the bias that often comes into stories where only the successes are evaluated. Secondly, we tell you exactly what to do to apply the approach for real. No waving our hands around and saying “oh, now you change the temperature of the sea”. Thirdly, we provide tons of real-life carefully researched examples, many of which can provide inspiration to you. Lastly, the book is meant to be used, so we don’t care if you start with chapter 5 and only get to the rest later. We want it to work for you. And it has, as our success in many workshops has proven.
Q: Is there anything else we should know about this book?
A: We had enormous fun researching and writing it, and I think that comes through on the page. It also has a web site (MarketBusting.com) with an author’s blog and many additional tools and cases you can download.