Today's mature, established companies must find ways to rejuvenate themselves--or risk losing their way. By working with startup companies, legacy companies can acquire new technology and lines of business, relearn the need for speed, increase strategic risk-taking, spark innovation, improve the intimacy of their relationships with customers, and streamline their operations from within. Former global marketing officer for Procter and Gamble and business consultant Jim Stengel saw firsthand the importance of establishing partnerships and learning key insights from the startup world. In an eye-opening book, he looks at such established companies as GE and Western Union, Wells Fargo and IBN, Target and Motorola Solutions, Toyota and Bayer to see what they are learning from their alliances with entrpreneurs and startups--as well as the potential pitfalls and course corrections when a partnership goes awry. Jim closes by looking at how 10, 20, and 30-year-old "startups" like Microsoft, Google, and Apple are reinventing themselves--and what that bodes for legacy companies everywhere.
About the Author
JIM STENGEL was the global marketing chief for Procter and Gamble, where he worked for over 25 years. In 2008, he left to form Stengel Consulting, working with companies to build brands and grow their business. He is the author of the acclaimed business book Grow.