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


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Find Your Next:  Using the Business Genome Approach to Find Your Company’s Next Competitive Edge + Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers + The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses
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Product Details

  • Hardcover: 304 pages
  • Publisher: McGraw-Hill; 1 edition (November 8, 2011)
  • Language: English
  • ISBN-10: 0071778527
  • ISBN-13: 978-0071778527
  • Product Dimensions: 9.2 x 6.3 x 1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #699,032 in Books (See Top 100 in Books)

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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Customer Reviews

4.7 out of 5 stars
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Kates will help you to organise chaos with her six elements of the business genome.
Belinda Meyer
There are many examples of real companies throughout the book that illustrates the "genome approach."
Kathy Condon
It's a totally new concept and helps us prepare for the unpredictable, socially connected consumer.
Brian Farrell

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Kathy Condon on January 15, 2012
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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2 of 2 people found the following review helpful By Belinda Meyer on December 4, 2011
Format: Hardcover
Andrea Kates thinking and insights are easy to follow. By using cross-industry connections new innovation can be developed to drive a new business growth. You can become a new industry leader with these strategic ideas. The business genome process uncovers how many businesses share a similar "genetic" structure. By understanding your business genomic type, you can play up your strengths and change the course of your business future. Discover untapped opportunities, evolve your strategy and build your dynamic future. Kates will help you to organise chaos with her six elements of the business genome. Kate's explains her business genome classifications with six elements. With these classifications companies can organise their "dashboads" around categories, or core DNA, that reveal new opportunities for growth.

Case studies of successes in business are thoroughly covered. We see how success evolves through innovation with genomic patterns. The process is based on adaptation not predictability. The system and process uses case studies and cross reference (examples supplied) to find your next business idea.
"Find Your Next" covers: product innovation, maximising talent, capitalizing on future trends, customer impact, defining your secret sauce, optimising processes.

If you are at a crossroads, get this book and discover your next "killer app" so that you can thrive. There are many lessons to be learnt. There are patterns that make people win that are identical no matter what the organisation. Get this book. Discover new solutions. Get more impact, crack the code on innovation.

(Kates has worked with over 250 global corporations and entrepreneurs such as Hewlett-Packard, Shell, KPMG.)
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2 of 2 people found the following review helpful By Brian Farrell on November 28, 2011
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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1 of 1 people found the following review helpful By Tony J. Ridley on June 14, 2012
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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