Momentum is many things:
- An effect – an observable phenomenon by which, under specific conditions, exceptional organic growth is created that feeds on itself
- A strategy – the organization of a coherent set of actions focused on creating the specific conditions needed to produce momentum.
- A process – a set of eight specific steps to implement momentum strategy, organized in two phases, design and execution.
The world around us is filled with observable phenomenon that scientists have studied and explained. In some cases, they have even set out a process that can be used to recreate them. Phenomena like the Doppler Effect or the Faraday Effect.
The Momentum Effect is such a phenomenon. We have studied it and explained it. More importantly, we have set out a process by which it may be recreated.
Momentum explains why some businesses, at certain times, deliver exceptional growth. Growth that is exceptional in two ways. First, it is characterized by an exceptional rate of growth – exceptional, that is, compared to normal expectations based on history, market trends, or competition. Second, it offers an exceptional quality of growth, one that both generates higher profits and consumes fewer resources.
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To do this, leaders need to design and execute a momentum strategy – a strategy with a single but powerful ambition to release the unlimited potential available to all those who consistently originate new value for customers. A strategy that goes beyond the limited potential offered by efficiency drives and battles for competitive supremacy. These are all to often the refuge of firms who are forced to compensate for their less than compelling offers by battering consumers with extravagant marketing while clawing back profit by cutting costs elsewhere.
To harness the power of momentum firms must follow an eight step process to create the conditions in which the moment effect can build self sustaining organic growth.
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