Sidestep & Twist

Sidestep & Twist

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Gardner, James Marshall Cavendish Business, 2012 Audio summary available
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IN THIS SUMMARY

In Sidestep & Twist, James Gardner dispels the notion that companies that throw money into innovation will automatically have successful products and services. Instead, in many cases, companies that are first to market with a product will not realize the majority of market share, if they even survive long enough to see the product fully evolve. Facebook, for example, was not the first social-networking site but is the now most dominant one. It was able to build off of other companies’ first forays into the space. Indeed, companies that can take advantage of another business’ groundwork in establishing a new product can see theirs go further by adding one or more “sidesteps” or “twists.” While they may not be the first, these companies will have products with longer shelf lives.