This work offers a summary of the book "MOMENTUM: How Companies Become Unstoppable Market Forces" by Ron Ricci and John Volkmann.
Ron Ricci is vice president of corporate positioning at Cisco Systems Inc. Mr. Ricci has previously worked as a principal at Cunningham Communication where he consulted with a number of companies.
John Volkmann is vice president of strategic communications at Advanced Micro Devices. He is responsible for developing AMD´s positioning strategies and other strategic initiatives. Mr. Volkmann previously worked for Citigate Cunningham and the E&J Gallo Winery.
In the marketplace for digital products, consumers make buying decisions based on the viability of the company offering the products or services. They don´t want to buy products that cannot be upgraded in the future, or services that won´t be able to be extended as new technologies become available. Therefore, customers automatically buy from whichever company they assess has the best chance of dominating the market. The central challenge for business leaders today, quite simply, is to build and sustain momentum. In Momentum, Ricci and Volkmann explain how to recognize a company which has momentum. Based on an intensive analysis, Ricci and Volkman identify six key forces of digital differentiation which generate momentum.
Momentum is a savvy book which helps you build your own momentum strategy.
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