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.