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Find Your Next: Using the Business Genome Approach to Find Your Company's Next Competitive Edge Hardcover – November 8, 2011

4.5 out of 5 stars 11 customer reviews

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Editorial Reviews

About the Author

Andrea Kates created the Business Genome approach to synthesize the insights she acquired during 15 years as the leader of more than 250 strategy initiatives for global corporations as well as entrepreneurs. Her client list includes Hewlett-Packard, Royal Dutch Shell (Asia-Pacific), JPMorgan Chase, Brinker International, Humana, KPMG, and the Houston Texans (NFL).

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Product Details

  • Hardcover: 304 pages
  • Publisher: McGraw-Hill Education; 1 edition (November 8, 2011)
  • Language: English
  • ISBN-10: 0071778527
  • ISBN-13: 978-0071778527
  • Product Dimensions: 6.4 x 0.9 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #506,381 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

Format: Hardcover
In a world where new words are constantly surfacing, my first response when I say the phrase, "Business Genome Approach" on the jacket cover was, "Here we go again." More to learn and more Ms. Kates will be asking me to pay attention to in my professional career. That's where my objections stopped.

Early in the book she says, "Genome business approach consists of components of great ideas that can be melded together to create and launch new business opportunities." Notice she did not say start a new business she talks about blending businesses. As a constant breaker of rules, she got my attention.

A business leader often is stuck in her office. She rarely goes out to talk to staff in her building, and rarely talks to leaders in other industries. Ms. Kates points out that could be a big mistake. Instead, she advocates watching, talking and collaborating with other companies to enhance products or services that you are each producing independently.

There are many examples of real companies throughout the book that illustrates the "genome approach." Once you read this book, your mind will be racing with ideas and possibilities. AND by the way, she believes you should pay close attention to your intuition.
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Format: Hardcover
This book is a must for modern business leadership and management. While there a number of books on the topic of evolving to keep pace with changing times and customers, this one does a brilliant job of capturing all the best concepts and systems to modernise your business or launch a new venture in a highly competitive environment.

All the best business models embrace and construct systems. This book helps you to identify and create systems to remain competitive and demonstrates countless companies that have used this system to excel, along with example of how failure to innovate and systemise spelled the end of other businesses.

I particularly like the analysis and research aspects of determining customer needs and interests. Using this to enter a new market, or to validate your current niche, is vital to the success of your business and Andrea walks you through the best and most practical methods in which to do this correctly.
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Format: Hardcover
"Find Your Next" subtitled "Using the Business Genome Approach to Find Your Company's Next Competitive Edge" by Andrea Kates. Subtitles tell a lot.

I loved the title. I am a big believer in competitive advantage. And my "know yourself" attitude makes me gravitate to things that help me determine my advantages.

Find Your Next presents an organized way to do this. They call it a genome that consists of 6 parts:

1 - Product or Service innovation. Find what resonates.
2 - Customer impact. Does your community support it?
3 - Process Design. Align the how with the customer need. This can be execution.
4 - Talent and Leadership - It is about the culture.
5 - Secret Sauce. What is your differentiation.
6 - Trendability. Look to the future. What are the trends and can you capitalize on them.

The book is a how to, step by step guide that asks a lot of questions. I did not follow the process through for any particular company - rather, I read the book (so likely did not get the same value someone would who actually took the steps and did the exercises)

One of my all time favorite books is Blue Ocean Strategy. Find Your Next strikes me as being a perfect companion book to that. Find Your Next is the how to guide for Blue Ocean.
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Format: Hardcover
Could the Business Genome approach help your company find it's next competitive edge? The answer is yes, and Andrea Kates clearly lays out the reasons why in Find Your Next. Her thesis is simple: traditional management, product development and marketing require radical change.

Follow her four-step blueprint to uncover your business's DNA, evolve your strategy and build your future:

1. Sort through your options and assess hunches
2. Match your genome to other successful business models
3. Hybridize your company by grafting new ideas with proven successes
4. Adapt and thrive by breaking old habits and starting new trends

Kates' reveals how our imagination, optimism and desire to connect are three very powerful levers for business success. It's a totally new concept and helps us prepare for the unpredictable, socially connected consumer.

The book is divided into three sections, with a lot of informative sidebars. Read the chapter text first, and then go back to the call out boxes. Otherwise, you may find it difficult to follow along.

Part 1 details the Business Genome approach. When you uncover these patterns, you create a fresh lens to look at business. Winning businesses consist of components of great ideas that can be melded together to create and launch new business opportunities. I love that finding your "secret sauce" is part of this process -- but is your brand still relevant? Part 2 lists and explains the Business Genome elements: product and service innovation, customer impact, talent / leadership / culture, process design, secret sauce and trendability. Finally, the case studies in Part 3 really tie all the elements of the book together with real world examples, including P.F.
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