The Amp It Up Fieldbook

14Materialize Your Opportunities

Revisiting your organization's growth story can help you get a handle on the opportunities you're facing. If you're not consciously looking for ways to grow, you'll miss out. Apply the nine takeaways from Data Domain's growth story to fine-tune your strategy and map your course.

The following activities will help you hone your strategy and build the story of your organization's future growth. Before you begin, revisit your strategy from Chapter 5 and summarize it here.

 

 

 

 

SURVEY THE LANDSCAPE

Takeaways 1 and 2 concern the industry conditions on the ground. Consider the popular incumbents and up-and-coming competitors in your space.

Takeaway 1: Attack weakness, not strength.

What do your customers and potential customers hate about their current vendor? What do they want to change? What do your competitors do poorly?

 

 

 

 

 

 

 

 

Takeaway 2: Either create a cost advantage or neutralize someone else's.

How can you best use economic factors to your advantage? If you can't beat a competitor on price, what can you offer to present a better value?

 

 

 

 

 

 

TAKE THE MARKET'S VITALS

Takeaways 3–5 are about your market, which will change over time. Consider your current customers and your future ones.

Takeaway 3: It's much easier to attack an existing market than create a new one.

What market will you take over? How can you appeal to potential customers? How can you displace your competitors?

 

 

 

 

 

 

 

 

 

 

Takeaway 4: Early ...