Achieving marketing escape velocity
By Francis Moran
It was with a mixture of delight and trepidation that I learned a few months back of technology visionary Geoffrey Moore’s new book, Escape Velocity. You see, I’ve been using the phrase for years to describe what I think is a critical requirement in the marketing of new technology — the harnessing of sufficient resources to escape the pull of existing conditions and catapult a product or company into new revenue territory. So my delight lay in having someone like Moore use the same metaphor; my trepidation was that maybe he was using it in the same way. No cause for worry; Moore applies the metaphor in a far more comprehensive, considered and well researched analysis of what companies must do to escape the pull of their past activities so they can better address the challenges of finding new opportunities.
I may use the metaphor in a far narrower context but it remains valid nonetheless. Let me explain.
