Thanks to the second escape velocity, the spacecraft overcomes gravity. In the role of the ship is your company, in the role of gravity is the inertia of the old way of acting. For example, last year's plan. Tying your company hand and foot. Especially if you're in a fast-growing market, where making a slight mistake could mean missing out on a big opportunity for growth that won't happen again. Of course, when drawing up financial estimates, you cannot do without last year’s data. But to create a true market-oriented strategy, you will have to overcome inertia and help your colleagues do it. And have several meetings before allocating resources for the next year to not only take into account your goals, but also be able to use customers, partners, competitors, the market and the world as a whole as external sources of strength. Read more about how to do this in the new book by Geoffrey Moore, author of the best-selling books “Bridging the Chasm” and “Inside the Tornado.” This is a book for modern leaders and top managers who are confident that “remnants of the past” greatly harm the future.