A great resource for managers who are serious about their firm's growth

View from Esprit Changeware | The Momentum Effect: How to Ignite Exceptional Growth | J.C. Larreche

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	• The Momentum Effect: How to Ignite Exceptional Growth J.C. Larreche Wharton School Publishing, 2008 - 352 pages average customer review:based on 39 reviews view larger image
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highly recommended

A great book

What I like best is the ideas around vibrancy, to get the most out of your marketing spend you need to get vibrant engagement from your customers. Without this you are just another choice in a world of infinite choices. A great book for any marketing professional to read, as well as maybe some other people in most companies!

A great resource for managers who are serious about their firm's growth

The Momentum Effect (TME) provides a practical and thankfully straightforward approach to achieving exceptional growth. Whilst recognizing and balancing the need for demand push strategies, TME provides one of the few credible frameworks that can help managers move towards a more valuable demand pull approach to achieve real growth. Recognizing the constraints of working in competitive markets, TME nudges you out of your comfort zone to gain real customer understanding that leads to innovation, rather than relying on compensating tactics such as more advertising or trade spend dollars. It also challenges those firms that rely on adding more product "features", focusing instead on systematically addressing the many intangible needs and benefits that remain unmet by the competition. Whilst drawing on theoretical concepts familiar to fans of the Blue Ocean Strategy, TME provides tools that any good manager can apply in multiple real world situations at the at the local or regional level.

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"Invigorating, exciting, packed with straight talk and energy. Professor Larreche presents an incisive analysis of the key elements of an organizational renewal strategy offering lasting benefits to all stakeholders. In the wake of the global financial crisis, those who truly understand vibrancy and momentum will be positioned for lasting success; essential reading for every senior leadership team."

Roger Greenwood and Andy GebbieThe Momentum Effect: How to Ignite Exceptional Growth

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Director of Marketing Excellence

I am a big fan of W. Chan Kim and Renee Mauborgne's Blue Ocean Strategy and was excited to read about Jean-Claude Larreche's The Momentum Effect in my Wharton alumni magazine. This book is excellent! Larreche has some great ideas on how to build your brand's momentum with sustainable, efficient, and consumer-based growth. In Marketing, we all have insights, but Larreche challenges you on how many of them are true insights vs. generic observations. How deeply do you really know your brand champions? A best practice from Larreche is to never summarize learnings from research - instead you should only present actual video or quotes from consumers. Once you translate it into your own words, you lose the true essence of the learning. You are never going to get deep insights in focus groups, spend time with your consumers, and see how they are using it.
Larreche shares his process on creating an insight pipeline that is interactive and iterative. The insights, the consumer value, the equity and power offer are all dynamic, requiring constant attention to is sustain growth. His process can be used as you market your product externally as well as motivating your teams internally. Take the momentum process and apply it to the internal workings of your company.
The Momemtum Effect is one of those few business books with immediate application to your business. It will help you reframe your business challenges and develop long-term growth solutions. A must for Marketers!

Ami Anderson
Director of Marketing Excellence
General Mills, Inc.

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A must read for entrepreneurs and managers

The Insead professor J. C. Larreche offers with the book "The Momentum Effect" an innovative and powerful management framework helping companies to reach sustainable growth. All findings of this practical book are based on the author`s extensive research of over 350 worldwide leading firms, covering a period of 20 years.

The main step for achieving this exceptional growth is the firm`s shift away from compensating strategy towards momentum strategy. The author shows how to build and preserve momentum, and how to use it leaving the competitors trailing in the firm`s wake.

The Momentum feeds on itself - each success provides energy for the next, enabling firms to deliver exceptional organic growth year after year. The momentum management process consists of eight elements, forming the twin engines of momentum - momentum design and momentum execution. The corner stone is the power offer, that is based on - like "Blue Ocean Strategy" - a superior, compelling customer value.

Besides the theoretical framework, the author gives interesting insights into successful firms (e.g. Apple, Toyota or IBM) on their way to momentum-leadership and demonstrates their success stories in a simple and easy way.

This book shows managers how to win new customers and how to inspire existing customers. It reveals successful strategies for originating new sources of growth and value from customers with the power to unlock great potential. The book encourages the reader to act and to become a momentum-leader. "The Momentum Effect" is an excellent book and gives managers an answer how to execute after "Blue Ocean Strategy". Not only C. Kim and R. Mauborgne the authors of "Blue Ocean Strategy" call it a "must read".

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A few rare companies have discovered the secret to sustained high growth: momentum. They've learned how to create the conditions that lead to exceptional organic growth--which feeds on itself, continually accelerating the business forward. In The Momentum Effect, J.C. Larreche introduces a complete framework for gaining momentum, keeping it, and harnessing its power. Drawing on new research and powerful case studies, Larreche demonstrates the stunning role of momentum in value creation. He sets out the process for developing the "power offers" that lie at the heart of this powerful force. This book offers a systematic process for creating momentum that will work in any business, in any industry, and under any market conditions. You'll learn how to create new value through a momentum strategy and build the leadership competencies to deliver highly profitable growth over the next six months!five years!even decades. /Pioneer or die: drive momentum and harness its stunning power How momentum-powered firms create 80% more shareholder value /Understand the drivers of momentum strategy Craft power offers, mobilize for growth, and more /Master the Momentum Process: design and execution Eight specific steps to implement a long-term winning momentum strategy /Climb the five-step Momentum Leadership Ladder How leaders can systematically generate and direct momentum "This book shows you how to build momentum for growth and leave your competitors trailing far in your wake!" --Sir Richard Branson "J.C. Larreche's book, The Momentum Effect, is a must-read. It highlights why more marketing spend and further value extraction are not the key determinants for future growth. To create powerful momentum for exceptional growth, it is essential to offer innovative value to the marketplace. The Momentum Effect outlines just how to achieve this. The results are illuminating. --W. Chan Kim & Renee Mauborgne, Authors of Blue Ocean Strategy "How can companies achieve exceptional and sustained growth? The Momentum Effect explores this challenge and reveals successful strategies for originating new sources of growth and value from customers with the power to unlock great potential." --Dr. Daniel Vasella, Chairman & CEO, Novartis AG, Basel/Switzerland

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