Provoke

Résumé du livre

Steven Goldbach is chief strategy officer for the consulting firm Deloitte. Geoff Tuff is a principal consultant at Deloitte, where he specializes in sustainability and innovation. Together, Goldbach and Tuff coauthored the best-selling book Detonate.

At the onset of the COVID-19 pandemic, the rush for toilet paper highlighted how crises shift potential scenarios into inevitable realities, illustrating the transition from an idea’s possibility to its certainty. This phase change, the critical moment when a trend solidifies, is where businesses must act to gain an edge. Success hinges on identifying scenarios that appeal to consumers, are technically feasible, and comply with regulations. Effective instigation, starting with envisioning multiple futures, allows leaders to prepare for and shape outcomes. Ignoring early signals, as seen with the cable executive dismissing YouTube’s rise, or resisting change, like Billy Durant’s initial disdain for automobiles, can lead to missed opportunities. Recognizing and acting on trends, even reluctantly, can transform industries and secure a competitive advantage.

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