Game-changing disruptions will likely unfold on your watch. Be
ready.
In Dual Transformation, Scott Anthony, Clark Gilbert, and Mark Johnson
propose a practical and sustainable approach to one of the greatest
challenges facing leaders today: transforming your business in the face
of imminent disruption. Dual Transformation shows you how your company
can come out of a market shift stronger and more profitable, because the
threat of disruption is also the greatest opportunity a leadership team
will ever face. Disruptive change opens a window of opportunity to
create massive new markets. It is the moment when a market also-ran can
become a market leader. It is the moment when business legacies are
created.
That moment starts with the core dual transformation framework:
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Transformation A: Repositioning today's business to maximize its
resilience, such as how Adobe boldly shifted from selling packaged
software to providing software as a service.
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Transformation B: Creating a new growth engine, such as how Amazon
became the world's largest provider of cloud computing services.
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Capabilities link: Fighting unfairly by taking advantage of
difficult-to-replicate assets without succumbing to the "sucking sound
of the core."
Anthony, Gilbert, and Johnson also address the characteristics leaders
must embrace: courage, clarity, curiosity, and conviction. Without them,
dual transformation efforts can founder.
Building on lessons from diverse companies, such as Adobe, Manila Water,
and Netflix, and a case study from Gilbert's firsthand experience
transforming his own media and publishing company, Dual Transformation
will guide executives through the journey of creating the next version
of themselves, allowing them to own the future rather than be disrupted
by it.
