Do you know the best way to drive your company's growth? If not, it's time to boost your Growth IQ.
Trying to find the one right move that will improve your business's performance can feel overwhelming. But, as you'll discover in Growth IQ, there are just ten simple--but easily misunderstood--paths to growth, and every successful growth strategy can be boiled down to picking the right combination and sequence of these paths for your current context.
Tiffani Bova travels around the world helping companies solve their most vexing problem: how to keep growing in the face of stiff competition and a fast-changing business environment. Whether she's presenting to a Fortune 500 board of directors or brainstorming over coffee with a startup founder, Bova cuts through the clutter and confusion that surround growth.
Now, she draws on her decades of experience and more than thirty fascinating, in-depth business stories to demonstrate the opportunities--and pitfalls--of each of the ten growth paths, how they work together, and how they apply to business today. You'll see how, for instance:
* Red Bull broke Coca-Cola and PepsiCo's stranglehold on the soft drink market by taking the Customer Base Penetration path to establish a foothold with adventure sports junkies and expand into the mainstream.
* Marvel transformed itself from a struggling comic book publisher into a global entertainment behemoth by using a Customer and Product Diversification strategy and shifting their focus from comic books to comic book characters in movies.
* Starbucks suffered a brand crisis when they overwhelmed their customers with a Product Expansion strategy, and brought back CEO Howard Schultz to course-correct by returning to the Customer Experience path.
Through Bova's insightful analyses of these and many other case studies, you'll see why it can be a mistake to imitate strategies that worked for your competitors, or rely on strategies that worked for you in the past. To grow your company with confidence, you first need to grow your Growth IQ.
About the Author
Tiffani Bova is the global customer growth and innovation evangelist at Salesforce. Over the past two decades, she has led large revenue-producing divisions at businesses ranging from start-ups to the Fortune 500. She spent ten years at Gartner, the world's leading IT research and advisory firm as a distinguished analyst and research fellow. Her cutting-edge insights have helped Microsoft, Cisco, Salesforce, Hewlett-Packard, IBM, Oracle, SAP, AT&T, Dell, Amazon-AWS, and other prominent companies expand their market share and grow their revenues. This is her first book.
"A worthy successor to Michael Porter, Bova's book is that rare gift: it opens doors for new ideas and new actions. No glib answers here, simply hard-won wisdom that will provoke big changes for organizations large and small."
—SETH GODIN, author of Linchpin
“Too many companies foster cultures of burnout in the pursuit of short-term growth as an end in itself. Smart growth is sustainable growth and Tiffani Bova shows us how to maintain it by building a purpose-led culture and leveraging, instead of sacrificing, the dedication of your people."
—ARIANNA HUFFINGTON, Founder & CEO of Thrive Global, Founder of Huffington Post "We all want our business to grow, but how can we make that happen? Fortunately, Tiffani Bova is here with answers. In this smart book, she reveals ten growth paths — from creating an inspiring customer experience to disrupting business as usual. And she backs her findings with solid data and examples from thriving companies. You’ve got a choice: Tread the old paths or follow Bova into the future."
— DANIEL H. PINK, author of When and Drive
“Tiffani Bova has a knack for rendering complex insights in clear, elegant prose. Growth IQ tackles the biggest question in business.”
—MARTIN LINDSTROM, author of Buyology and Small Data
“Look, I LOVE this book. PERIOD. Growth IQ has a crisp, clean, and invaluable superstructure. And it is well written. Those things are great, but not the basis for my love affair. The love comes from: Stories. Stories. Stories. Ten sound strategies, thirty compelling, memorable stories--from Starbucks and McDonald's to Under Armour and Red Bull. If these stories don't inspire you and add a ton to your stockpile of personal intellectual capital, I don't know what will. Bravo Tiffani Bova!”
—TOM PETERS, author of In Search of Excellence "Whether you’re planning to disrupt an industry or protect your company from competitors, GROWTH IQ shows how urgent it is to choose the right path. This choice can be overwhelming but Tiffani simplifies your options into ten proven paths and empowers you to embark upon the right one for you with confidence…and results. Our love affair with comfort zones can be our downfall; Tiffani reminds us that almost all the good stuff happens when we venture off the well-trodden trail into uncharted—and therefore uncertain—territory. With her guidance, we discover that the uncertainty need not be so daunting—through examples, savvy, deeply-experienced analysis and synthesis, and valuable checklists, Tiffani will provide a bump to anyone’s GROWTH IQ." —WHITNEY JOHNSON, Thinkers50 Management Thinker, author of Disrupt Yourself "This book captures the essence of how to consistently grow an enterprise through relentless customer focus… Tiffani Bova is the quintessential story teller… leading us through a framework that gives structure to our growth strategy, As founder some of these things are innate… but this book is a valuable tool to inspire my leaders throughout each of our businesses. It made me giggle too, I remember my CFO asking (as we hit our growth stride)… "what is it that worked?” The answer of course is everything. We are in the 1% game now, looking and seeking growth of 1% from each of our initiatives - combined they deliver double digit growth annually. Thanks Tiffani for writing this down… a guide book for all leaders to inspire those around them."
—NAOMI SIMSON, Shark - Shark Tank Australia, Founder of RedBalloon, cofounder of Big Red Group
“Growth is top of mind for every company, but the path to achieving sustained growth can be elusive. In Growth IQ, Tiffani applies her deep expertise from working with the world's top brands to light a path to growth in this era of rapid digital transformation."
—KEITH BLOCK, Vice Chairman, President and COO, Salesforce