Summary |
This book deals with the realities of chaotic markets. Here a key assumption is that market adversities are bordering on chaotic proportions. The greatest challenge for the corporate entity, therefore, is to survive chaotic shocks in the marketplace and be profitable at the same time. Surviving market shocks and remaining profitable are still equated with value generation. Hypercompetition that prevails in our markets makes generating consumer values, particularly extraordinary values, more and more difficult and, hence, survival in the marketplace due to generating extraordinary values is becoming a great challenge. Thus, today’s market realities are not only very different than in the past and much more complex, but they are also much more difficult to cope with. Throughout the book, two sets of reasoning are posited. First, in order to become reasonably immune to chaotic market shocks, the firm must be futuristic, proactive, and devoid of conventional wisdom. It must be disciplined in this overall orientation of managing the future. Second, the firm must also manage the present and generate market power by creating consumer value as of now. Thus, the firm must manage both the present and the future. This is coined in this book as an “ambidextrousity.” There is no future if the present is not managed well, but also there is no future if the future is not managed at all.
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