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The Momentum Effect: How to Ignite Exceptional Growth (Financial Times Series) | 
 enlarge | Author: Jean Claude Larreche
Publisher: Wharton School Publishing
Category: Book
List Price: £19.99
Buy New: £11.00
You Save: £8.99 (45%)
New (27) Used (3) from £11.00
Rating:  3 reviews
Sales Rank: 31315
Media: Hardcover
Pages: 289
Shipping Weight (lbs): 1.7
Dimensions (in): 9.3 x 6.1 x 1.2
ISBN: 0273712535
EAN: 9780273712534
ASIN: 0273712535
Publication Date: May 1, 2008
Availability: Usually dispatched within 1-2 business days
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| Customer Reviews:
Feel the momentum June 4, 2008
ee goings (Oxford, UK)
1 out of 1 found this review helpful
I have to confess that business books aren't my favourite genre. But every once in a while, one comes along and captures my imagination. This one not only captured it but carried me away with its own, well, momentum.
OK, so there are lots of those cheesy b-school diagrams, lovingly crafted in Powerpoint (one of my pet hates about the genre). But in between, there are plenty of great stories and a powerful narrative worthy of the title. Business stories, told well, are strangely compelling - and these are some of the best.
And OK again, there's a certain amount of stating the obvious, wrapped up in research (the main problem with books by business gurus). But sometimes we really do need to be told an obvious truth that somehow got forgotten in the complexities of 21st-century business. So many organisations that I've worked for treat customer focus as an optional extra, tacked on as an afterthought - or worse, overlooked completely.
Now at least, when my colleagues are scornful of the people who ultimately pay their salaries or witter endlessly on about shareholder value without acknowledging where that value comes from, I'll have a hard-edged book to throw at them.
It's just kind of ironic it took a Frenchman to remind us how important our customers are!
Revealing the Dynamics of High Performance Marketing May 15, 2008
N. MCDONAGH (St Albans)
1 out of 1 found this review helpful
The Momentum Effect is all about high performance marketing and shows quite clearly that there is a significant reward for people and organisations that do marketing well. It is very refreshing to see that what is rewarded is not to cut the marketing and advertising budget. On the contrary - high performance marketing companies often increase their spend on these activities, but do so in such an efficient way that they generate a greater overall return on marketing investment, something for which we as marketing professionals have a great responsibility. I have no doubt that understanding these dynamics will become a necessary condition for justifying bigger marketing budgets in future. Larréché shows us the way to do it!
As a practicing consultant. I also really like how Larréché addresses the design and execution of marketing strategy in equal measure. The Momentum Effect strikes a very comfortable balance between the powerful research findings and the engaging case study illustrations - something that is often lacking in many business books.
A book for the real world May 13, 2008
Pardo (Kent)
2 out of 2 found this review helpful
This is one of the most powerful and exciting books I've read in years. I've been following Larreche's work for about ten years now, since I came across some reports he did for the FT. A few years ago I also got a chance to see him speak. The guy is great and I've been waiting for this book ever since - especially as, unlike some other management guru/professors/authors he also has experience of the real world (he was on the board of a FTSE 100 company for a long time).
It doesn't disappoint.
The process he sets out is simple but it is also very powerful - and it also makes sense. He starts by challenging the assumption that increasing marketing spend is the best way to deliver growth. He argues that this is often just a way of buying growth that your products aren't good enough to earn. Instead, he says, you should develop a genuinely deep understanding of your customers that goes beyond the usual surveys and segmentation studies and gets under their skin - then use that understanding to create better products then be ambitious enough about the way you deliver the product and make sure that your customers' experience is so good they start to become engaged - this engagement will help you learn more about your customers and so the whole thing kicks off again.
It might sound simple but in practice it's not easy. However, the tools that are all through the book are a great help in putting this into practice - just one (the customer value wedge) is worth the price alone - I've already used it three times today already with members of my team.
That's just one example. Most strategy books combine a bit of research and with good stories. What really makes this book stand out is a grounded realization that the real world is a messy place where things don't always go right first time. It's brilliant.
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