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All The Right Moves by Constantinos Markides – 5 Stars

The full title of this book by Constantinos Markides is

All The Right Moves: A Guide to Crafting Breakthrough Strategy

In my review posted at Amazon.co.uk, I gave the book Five Stars. This means it is Excellent and Very Highly Recommended.

Here is my book review.

Should be seen as a classic strategy text

I bought this book when it came out and thought it was excellent.

I’ve recently gone back to it and hadn’t realised just how influencing it had been in my thinking about business strategy and development.

It should be seen as a classic business strategy text, at least in the “strategy as positioning” school. The fact that it isn’t is due to one thing.

It makes strategy sound too easy and logical and business books have to be sold on the idea that the contents are new and exciting.

Can strategy really be captured in three big questions:

1) Who are the customers you want to sell to?
2) What products and services are you going to sell?
3) How can you do it efficiently?

Once you have your answers and you have implemented them into your business, it’s important you don’t stop and think “job done”.

It’s vital you keep questioning the business. Things change as new positioning opportunities open up and existing opportunities either become too competitive or shrink.

Customers’ fundamental needs probably won’t change but the priority of the choice criteria will. Products evolve technologically advanced do capabilities and processes. What was impossible becomes possible or even standard.

The book is copyrighted in 2000 and Amazon indicate it was released in 1999.

This inevitably means the examples are old, even though I can remember many of them. Strategy has also been forced to change and recognise the nature of markets. A book called “Your Strategy Needs A Strategy” by Martin Reeves helps you decide if this positioning approach is appropriate in your market. I think it is when you get away from the high tech, fast moving industries.

It can be bought from Amazon.co.uk and Amazon.com


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