<p><strong>Game-changing disruptions will likely unfold on your watch. Be ready.</strong></p> <p>In <em>Dual Transformation</em>, Scott Anthony, Clark Gilbert, and Mark Johnson propose a practical and sustainable approach to one of the greatest challenges facing leaders today: transforming your business in the face of imminent disruption. <em>Dual Transformation</em> shows you how your company can come out of a market shift stronger and more profitable, because the threat of disruption is also the greatest opportunity a leadership team will ever face. Disruptive change opens a window of opportunity to create massive new markets. It is the moment when a market also-ran can become a market leader. It is the moment when business legacies are created.</p> <p>That moment starts with the core dual transformation framework:</p> <li><strong>Transformation <span style="text-decoration: underline;">A</span>:</strong> Repositioning today’s business to maximize its resilience, such as how Adobe boldly shifted from selling packaged software to providing software as a service.</li> <li><strong>Transformation <span style="text-decoration: underline;">B</span>:</strong> Creating a new growth engine, such as how Amazon became the world’s largest provider of cloud computing services.</li> <li><strong><span style="text-decoration: underline;">C</span>apabilities link:</strong> Fighting unfairly by taking advantage of difficult-to-replicate assets without succumbing to the “sucking sound of the core.” <br /><br />Anthony, Gilbert, and Johnson also address the characteristics leaders must embrace: courage, clarity, curiosity, and conviction. Without them, dual transformation efforts can founder.<br /><br />Building on lessons from diverse companies, such as Adobe, Manila Water, and Netflix, and a case study from Gilbert’s firsthand experience transforming his own media and publishing company, <em>Dual Transformation</em> will guide executives through the journey of creating the next version of themselves, allowing them to own the future rather than be disrupted by it. </li>
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