Reaction Intelligence
The
Investigation
Alex Moses
Reaction Intelligence: The Investigation
Finding the Real Commercial Problem Before You Waste Years Solving the Wrong One.
Thirteen chapters. One discipline.
- Ch. 01Why Companies Solve the Wrong Problem
- Ch. 02The Stated Problem Is a Hypothesis
- Ch. 03Reading the Reactions the Market Has Already Given
- Ch. 04Interrogating the Accepted Explanation
- Ch. 05Following the Money Through the Business
- Ch. 06The Principal Constraint
- Ch. 07Who the Business Should Actually Serve
- Ch. 08Where Value Is Created, Captured, or Lost
- Ch. 09The Capability Earning Nothing
- Ch. 10Redesigning the Commercial Architecture
- Ch. 11The Execution Path
- Ch. 12When the Evidence Contradicts the Founder
- Ch. 13The Market Gives the Verdict
Jason did not sound panicked when he called me. That worried me more.
Panic is loud. Panic asks for help. Jason spoke the way a man speaks when he has already decided what the problem is and only wants the paperwork done. His numbers were down for the fourth quarter in a row. His board had told him it was sales. His head of sales had told him it was marketing. His head of marketing had told him it was the product. Everyone had a theory. No one had evidence.
I asked him one question. When did the numbers first move. He did not know. He knew the quarter. He did not know the month. He did not know the week. He did not know what had happened just before.
That is where the investigation began. Not with a strategy. With a date.
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