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Cover of The Momentum Effect: How to Ignite Exceptional Growth

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This is the first of a number of selection from J. C. Larreche's excellent book, The Momentum Effect. His founding principle is the active discovery of customer insights to drive corporate growth. Here Larreche contrasts two well-known companies--IBM and Virgin Atlantic--to illustrate the danger of believing that you know your customers, and the power that can come from being open to discovering new things about your customers' wants and needs.

Of course, you can't just sit around waiting for inspiration to strike. If you want to uncover the sort of insights into your customer's world that can help shape your strategic thinking, you need to be systematic. Larreche also outlines a model for thinking abo...