7
EXECUTING MARKETBUSTING STRATEGIES
IN THIS CHAPTER we graduate from the conceptual task of identifying and designing a marketbusting move to the practical task of making it happen. We will describe a simple, effective framework (developed mostly by Rita) for aligning key elements of your strategy. Then we’ll walk through a stakeholder analysis to identify obstacles and barriers, explain our DRAT, or delay and resistance analysis table (developed mostly by Mac), and finish with a short discussion of the political strategies you may need to consider if you want to go after a marketbuster.
In chapter 8 we put it all together by sharing the story of how our colleague Clive Mendes effected dramatic changes in the Italian automotive insurance ...
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