DEV3L on Escape Velocity
Tags: agile, strategy, business
Published: 2021-01-18 01:34:11

---
title: DEV3L on Escape Velocity
published: true
description: Recently listened to the book Escape Velocity on Audible. Here are my notes on how to frame strategy/budgeting conversations around The Five Powers - Category, Company, Market, Offer, and Execution
tags: agile, strategy, business
cover_image: https://dev-to-uploads.s3.amazonaws.com/i/h0t65n8rilzkgbiilw0l.png
---
__Escape Velocity__ - *Free Your Company's Future from the Pull of the Past*, by [@geoffreyamoore](https://twitter.com/geoffreyamoore) - duration: 6 hours 6 minutes

![Alt Text](https://pbs.twimg.com/media/Erp3dmaXAAI-KMk?format=jpg&name=medium)

Pull of the past subverts forward momentum

Secular markets represent new opportunities for which traditional strategic planning cannot take advantage of

__Strategy__:
- what does the world want from us

Compelling vision aligned with strategy and execution

__Hierarchy of Powers__:
- category
- company 
- market 
- offer
- execution

__Category__
- function of demand
- portfolio management

__Company__
- vendor relative market share
- tier 1, 2, 3
- amplify crown jewels

__Market__
- sets of customers who share needs
- word of mouth

__Offer__
- product in reference to competitors
- most transient, only good as latest hit

__Execution__
- ability outperform competitive set

_Execution Modes_:
- invention
- deployment
- optimization
- transition

---
 
**Category Power**
- is the number one projector of future performance

_Category Maturity Lifecycle_
- + emerging
- + growth
- + mature
- - declining
- - end of life

In portfolio prioritize high growth & high material

_Three Horizons_:
1. core
2. emerging
3. new

![](https://pbs.twimg.com/media/ErFvmT2VQAIdXRD?format=jpg&name=medium)

Horizon 2 Gap - H1 material needs outweigh H2

Goals & matrix - appropriate to the horizon

__Company Power__
- one or more unmatchable offers

_Key Elements_
1. competitive set
2. core differentiation
3. execution strategy

Choose your architecture, complex systems or volume operations

Compete within a tier - three tiers

_Reference competitor_ to align the unmatchable offer

_Crown jewels_ - different how

_Asymmetrical bets_ - lead first - manage second
1. Secure buy-in at the top
2. Publish vision/roadmap
3. Burn boats
4. Fund core 1st
5. Whatever it takes
6. Tip point

__Market Power__
- vendor of choice in market

_Niche Markets_:
- Disruptive tech
- New geo
- Adjacent lane
- Anchor turnaround
- Neutral problem
- Great opportunity
- Exploit granular growth
- Market in transition

_Rules_:
- big enough
- small enough to lead
- crown jewels fita

It's the problem first and foremost that binds you to the customer - not about you

__Offer Power__ 
- do not pick up dimes in front of a steam roller
- waste recyclable as fuel, hidden dollars - melt dimes into ingots

_Innovation_:
- Productivity 
- Neutralization 
- Innovation

__Execution Power__
- Invention 
- Deployment 
- Optimization

_Knowledge Share_:
- Capture work artifacts implicitly
- Index people to projects
- Pull mechanism, not push

---

Conclusion recaps major topics and playbooks for execution, vision, and strategy

Break from the past

---

Reference Journal Events: [Start](https://twitter.com/dev3l_/status/1346980455325835266), [Finish](https://twitter.com/dev3l_/status/1349522391337197568)