IS NOT ENOUGH: Summary
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is the new normal. Rather than thinking of work as a series
of stable times interrupted by moments of change, companies
must now recognize work as constant change, with only occasional
moments of stability.
- If you
and your company are not taking advantage of change, change
will defeat you.
is bad news for this new kind of company. It requires change
presents new opportunities for companies to capture large markets.
Change is the enemy of the current leader. Change also represents
opportunities for individuals to advance their careers.
that introduce products and services that represent significant
changes can find that they lead to rapid, runaway successes.
that cause change attract employees who want to cause change.
Companies that are afraid of change attract employees who are
afraid of change.
- Many employees
fear change. Fear of change is rational-after all, it can lead
to bad outcomes. But now, not changing is more likely to lead
to a bad outcome than changing!
can't force employees to overcome their fear of change through
- By redefining
what change is, companies can change the dynamic of "change
equals death" to "change equals opportunity."
- The way
species deal with change is by evolving.
can evolve in ways similar to those used by species.
will evolve if management allows them to.
are three ways that species evolve: natural selection, sexual
selection and mutation.
can do the same thing by using farmers, hunters and wizards
to initiate changes in their organizations.
that embrace change for change's sake, companies that view a
state of constant flux as a stable equilibrium, zoom. And zooming
companies evolve faster and easier because they don't obstruct
the forces of change.
- Once you
train the organization to evolve regularly and effortlessly,
change is no longer a threat. Instead, it's an asset, because
it causes your competitors to become extinct.
- Many CEOs
reject evolution and do whatever they can to stop it.
- If your
company is too reliant on your winning strategy, you won't evolve
- A runaway
success occurs when a positive feedback loop reinforces early
- Fast feedback
loops teach you what's working and-more important-get you to
change what's not.
in your company can work to reinvent what you do in parallel,
dramatically increasing the speed of innovation within the company.
low-risk, real-world tests are the most likely to have high
return on investment.
- Your company's
posture regarding the process of change is far more important
than the actual changes you implement.
- If you
have employees who don't embrace this posture, they will slow
you down and cause you to make bad decisions.
- A company
that zooms will attract zoomers, allowing it to enter runaway,
dramatically increasing its advantage over its competitors in
a changing environment.