Escape Velocity

Geoffrey A. Moore, author of Crossing the Chasm, takes on what he calls the critical challenge for established enterprises: escaping the pull of legacy businesses to build growth in next-generation categories. Advising senior management teams over twenty years, he repeatedly found executives held back by short-term, performance-based pay, with the result that they overweighted legacy commitments, saw few new products succeed and failed to scale new businesses. His answer is a hierarchy of powers, among them category, company, offer and execution power. Moore covers moving a portfolio into higher-growth categories through acquisitions and organic innovation, allocating resources asymmetrically, and changing the execution cadence of an organization.

Doug McMillon named it in a Facebook post about the books he read that year.