The Second Curve : Managing the Velocity of Change

Ian Morrison

Physical

Available

Change is the buzzword for today's business leaders. But unless prepared, massive changes in the marketplace can erode a company. This volume introduces a way to ride the first curve - a company's traditional business carried out in a familiar corporate climate - to the all-important second curve of the future: new consumers, new markets and new technologies, combined to bring about sweeping, irrevocable alterations in the way every industry functions. But the art is to know whether or not what one thinks is a second curve really is one - or whether it's a phantom, just something going bump in the corporate night. Sorting out the new technologies that will take off from those that will fail - even if they fail in interesting ways - is very difficult and critical. And sorting out real growth potential from hype is difficult even in non-technology areas.

Is the second-curve candidate a Southwest Airlines or People's Express? Is it a Toys 'R' Us with its 22 per cent market share or Child World, a chain that once had 130 stores with $180 million, but went bankrupt a few years ago? The following little-known but useful piece of wisdom may be helpful in sorting out real second curves from phantoms: there is a tendency to overestimate the impact of phenomena in the short run, and to underestimate in the long run. For most large companies, choosing one or the other curves to work on is a luxury they can't afford. The driving forces of change described will continue to generate two curves, and to make it to the 21st century, these companies must learn to manage on both. Large corporations will have to go beyond re-engineering, time-based competition and core competencies as the sole means of growth.

They must build second-curve organizations to perpetuate themselves as market leaders, while at the same time getting the most they can from their first-curve business. Those that don't will wither and die. This book examines the two-curve concept through an analyses of business triumphs and turnarounds by companies, including: Volvo, Netscape and Honk Kong Telecom. These and many other companies have learned to master both curves, anticipate the rate and pace of change, know when and how to jump from the first curve to the second, and whether to play both. This book sets forth all the crucial strategies that can mean the difference between stagnation or successful corporate evolution.

What will you learn from this book

  1. Understanding Change: The book likely provides insights into the nature of change, acknowledging its inevitability and the need to understand and adapt to it.

  2. Two-Curve Theory: Morrison may introduce the concept of the "second curve," a metaphor for navigating through change by preparing for the next phase while still managing existing commitments.

  3. Adaptability: Expect discussions on the importance of adaptability in the face of rapid change. The book may offer strategies for individuals and organizations to become more agile.

  4. Leadership in Change: The role of leadership during times of change is likely explored. Morrison might discuss effective leadership strategies for guiding individuals and organizations through transformation.

  5. Strategic Thinking: The book may emphasize the significance of strategic thinking and planning for the future. Morrison could provide frameworks for developing long-term strategies that anticipate and respond to change.

  6. Risk Management: Dealing with change often involves managing risks. The book might discuss approaches to risk management and decision-making in uncertain environments.

  7. Innovation and Creativity: The role of innovation and creativity in navigating change is likely a key theme. Morrison may provide insights into fostering a culture of innovation.

  8. Learning from Failure: Embracing failure as a part of the learning process might be discussed. The book may highlight the importance of learning from mistakes and adapting strategies accordingly.

  9. Economic and Social Trends: Morrison may analyze broader economic and social trends, exploring their impact on industries, societies, and individuals. Understanding these trends is crucial for preparing for the second curve.

  10. Personal and Professional Growth: The book may encourage readers to view change as an opportunity for personal and professional growth. Morrison might offer guidance on developing the skills and mindset needed for success in a changing environment.

Language English
ISBN-10 1857881273
ISBN-13 9781857881271
No of pages 272
Font Size Medium
Book Publisher Nicholas Brealey Publishing
Published Date 15 Oct 1986

About Author

Author : Ian Morrison

2 Books

Related Books