Chapter 5
Exploit Disruption
Disruption. It can come from anywhere. If ignored or mismanaged, it throws business into disarray. But what if you could take the forces behind these intrusions and turn them to your advantage? That's what the masters do. Instead of being waylaid by adverse conditions, they use them to get the upper hand. You can and you must become an expert in exploiting disruptions. Don't fight change but use it to your advantage.
Market fluctuations are normal, including fast, painful declines and long, confusing morasses. Rapid fluctuations are particularly disruptive. The market plunges, a sexy new competitor moves into your space, technology changes too fast to keep pace, customer expectations slam you. We've all been there. ...
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