Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business

Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business

by Tiffani Bova


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Do you know the best way to drive your company's growth? If not, it's time to boost your Growth IQ.

Trying to find the one right move that will improve your business's performance can feel overwhelming. But, as you'll discover in Growth IQ, there are just ten simple—but easily misunderstood—paths to growth, and every successful growth strategy can be boiled down to picking the right combination and sequence of these paths for your current context.

Tiffani Bova travels around the world helping companies solve their most vexing problem: how to keep growing in the face of stiff competition and a fast-changing business environment. Whether she's presenting to a Fortune 500 board of directors or brainstorming over coffee with a startup founder, Bova cuts through the clutter and confusion that surround growth.

Now, she draws on her decades of experience and more than thirty fascinating, in-depth business stories to demonstrate the opportunities—and pitfalls—of each of the ten growth paths, how they work together, and how they apply to business today. You'll see how, for instance:

  •  Red Bull broke Coca-Cola and PepsiCo's stranglehold on the soft drink market by taking the Customer Base Penetration path to establish a foothold with adventure sports junkies and expand into the mainstream.

  •  Marvel transformed itself from a struggling comic book publisher into a global entertainment behemoth by using a Customer and Product Diversification strategy and shifting their focus from comic books to comic book characters in movies.

  •  Starbucks suffered a brand crisis when they overwhelmed their customers with a Product Expansion strategy, and brought back CEO Howard Schultz to course-correct by returning to the Customer Experience path.

Through Bova's insightful analyses of these and many other case studies, you'll see why it can be a mistake to imitate strategies that worked for your competitors, or rely on strategies that worked for you in the past. To grow your company with confidence, you first need to grow your Growth IQ.

Product Details

ISBN-13: 9780525534402
Publisher: Penguin Publishing Group
Publication date: 08/14/2018
Pages: 352
Sales rank: 314,247
Product dimensions: 6.00(w) x 9.10(h) x 1.20(d)

About the Author

Tiffani Bova is the global customer growth and innovation evangelist at Salesforce. Over the past two decades, she has led large revenue-producing divisions at businesses ranging from start-ups to the Fortune 500. She spent ten years at Gartner, the world's leading IT research and advisory firm as a distinguished analyst and research fellow. Her cutting-edge insights have helped Microsoft, Cisco, Salesforce, Hewlett-Packard, IBM, Oracle, SAP, AT&T, Dell, Amazon-AWS, and other prominent companies expand their market share and grow their revenues. This is her first book.

Table of Contents

Foreword Geoffrey A. Moore xi

The One Thing is-It's Never Just One Thing 1

Path 1 Customer Experience 11

Story 1 Sephora: A Beautiful Experience 18

Story 2 Shake Shack: Radical Hospitality 24

Story 3 Starbucks: Losing the Soul of the Past 28

Putting It All Together 34

Path 2 Customer Base Penetration 37

Story 1 Red Bull: A Thai Pharmacist and an Austrian Entrepreneur Walk into a Bar 43

Story 2 McDonald's: Ready, Set, Breakfast 50

Story 3 Sears: Uprooting Retail 56

Putting It All Together 66

Part 3 Market Acceleration 69

Story 1 Under Armour: Sweaty T-Shirts 74

Story 2 The Honest Company: Setter Living Through Chemistry 81

Story 3 Mattel: Toys Will Be Toys 89

Putting It All Together 96

Part 4 Product Expansion 101

Story 1 Kylie Cosmetics: Keeping Up with Kylie Jenner (#KUWKJ) 106

Story 2 John Deere: And the "Beef" Goes On 112

Story 3 Blockbuster: "Be Kind, Please Don't Unwind Our Business" 117

Putting It All Together 123

Path 5 Customer and Product Diversification 127

Story 1 Marvel: Superhero Saves the Day 133

Story 2 PayPal: Banking on the Future 140

Story 3 LEGO: Coming Apart, Brick by Brick 145

Putting It All Together 150

Path 6 Optimize Sales 155

Story 1 Salesforce: Four Men and Two Dogs 162

Story 2 Walmart: The Ultimate Retail Matchup 168

Story 3 Wells Fargo: A Rhyme Is Not a Reason 175

Putting it AM Together 180

Part 7 Churn

Story 1 Spotify: Winning Playlist 185

Story 2 Netflix: Twenty Years Old (and Counting) 199

Story 3 Blue Apron: Too Much on the Plate 205

Putting It All Together 211

Path 8 Partnerships 215

Story 1 GoPro: Adrenaline Junkies 221

Story 2 Airlines: The Friendly Skies 227

Story 3 Apple: Killing Me Swiftly 233

Putting It All Together 237

Path 9 Co-Opetition 241

Story 1 Fiat Chrysler, BMW, and Intel: Joining Forces 246

Story 2 Wintel: Attack of the Clones 251

Story 3 Cisco-VMware-EMC: Better Together? 256

Putting It All Together 261

Path 10 Unconventional Strategies 263

Story 1 TOMS Shoes: Heart and Sole 272

Story 2 Lemonade Insurance: When Life Gives You Lemons 279

Story 3 Grameen Bank in Bangladesh: On Purpose 286

Putting It All Together 291

Knowing When To Jump 294

Amazon Case Study: Staying in Day One 302

Acknowledgments 309

Notes 312

Index 331

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Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business 5 out of 5 based on 0 ratings. 1 reviews.
Daniel_Maldonado More than 1 year ago
In general the book reminded me about how important is to look to the long term; to look at the big picture without falling in the trap of solving the problems today. A sustainable growth in our organizations can be created only by following that rule. The clear description of the ten growth strategies, and their inter-relationship was also revealing. All case studies were a good illustration of the different growth strategies. In that regards it was interesting to learn how SEARS was stuck on the wrong path (I can't believe they are where they are today), without taking the courageous decisions that others like Netflix took. The book shows that the business world has become more complex, but also more fascinating. In summary I cannot wait for Tiffani Bova's next book!.