talk
to us

New York
250 Park Avenue,
14th Floor New York City, NY 10177

Connecticut
22 Thorndal Circle,
3rd Floor Darien, CT 06820

Paris
23 rue du Mail
75002 Paris – France

info@beperpetual.com

Perpetual: Reads | Going On Offense

Our series of book recommendations to empower talent and fuel brands.

Why Perpetual recommends it

Behnam Tabrizi’s Going On Offense argues that most large organisations default into a defensive posture, protecting existing revenue and processes, when the leaders who actually win are the ones who deliberately go on offense, proactively creating disruption before a competitor or market shift forces their hand. Tabrizi backs this with extensive research across companies that successfully reinvented themselves versus those that didn’t.

The book identifies specific practices that separate offensive organisations from defensive ones: radically shortened decision cycles, direct and frequent contact between leadership and frontline customer-facing teams, and a genuine tolerance for cannibalising your own existing products before a competitor does it for you.

Tabrizi is particularly interesting on why large, successful companies struggle here specifically because of their success, existing revenue streams create powerful internal incentives to protect the status quo, which quietly crowds out the resources and attention genuine offense requires.

This is a useful book for leadership teams who know intellectually that disruption is coming but haven’t yet built the organisational muscle to act on that knowledge before it’s forced on them.

  • Most large organisations default into a defensive posture that protects the status quo
  • Going on offense means proactively disrupting yourself before the market does it for you
  • Shortened decision cycles and frequent frontline contact are common offensive practices
  • Past success creates real incentives to protect the status quo, which quietly blocks offense

A useful gut check is asking your leadership team what a competitor would do to disrupt you, and then being honest about whether you’d rather do it to yourselves first.

We give this book three and a half out of five stars.

See more insights

Perpetual: Reads | Turn the Ship Around!

Our series of book recommendations to empower talent and fuel brands. Why Perpetual recommends it L. David Marquet’s Turn the Ship Around! tells the story of his command of the USS Santa Fe, a nuclear submarine he inherited with the...

Perpetual: Reads | Outrageous Empowerment

Our series of book recommendations to empower talent and fuel brands. Why Perpetual recommends it Outrageous Empowerment, by Ron Lovett, tells the real story of how he grew a small Atlantic Canadian security company into a national player by handing...

Perpetual: Reads | The 15 Commitments of Conscious Leadership

Our series of book recommendations to empower talent and fuel brands. Why Perpetual recommends it The 15 Commitments of Conscious Leadership, by Jim Dethmer, Diana Chapman and Kaley Warner Klemp, is a more introspective entry in the leadership canon, built...

Perpetual: Reads | The Power of Habit

Our series of book recommendations to empower talent and fuel brands. Review by Duke Maines Background We already know that change is difficult for a variety of reasons.  Even the most adventurous and flexible of us humans have, at a...