Investor and author Geoffrey Moore ("Crossing the Chasm") presented this slide deck at Demo, September 14, 2011, in Santa Clara. It summarizes the ideas in his new book, "Escape Velocity."

1. Escape Velocity Free Your Company’s Future from the Pull of the Past <Event Name> <Event Date>

2. 2 1990 2001 1995 2006 HarperCollins Paper & eBook format Release Date: Sept 6, 2011

3. The Hierarchy of Powers Category Power Company Power Market Power Offer Power Execution Power Growth rates of your major categories Status relative to your reference competitors Market share in strategic target segments Net differentiation of your flagship offers Ability to drive changes to tipping points 3 Align to achieve escape velocity

4. The Hierarchy of PowersHow Much Power Do You Have Today? Category Power Company Power Market Power Offer Power Execution Power Are we in hot high-growth categories, or do we have category envy? Do customers and competitors see us as the team to beat, or is that someone else? Are we winning the key “primaries,” and are we winning them fast enough? Do our core offers set the bar, or are we playing a lot of catch-up? Can we make stuff happen and make it stick, or are we continually pushing the reset button? 4 Where do we have anchor strengths? Where do we have to do better?

5. Case Example: The Power of Apple Music, mobility, & media: All hyper-growth The team to beat in all three No current need to target market segments iPod, iPhone, iPad + iTunes, AppStore All of the above in less than one decade 5 Category Power Company Power Market Power Offer Power Execution Power And that is why Apple is currently the most highly valued company in high tech

6. Spinning Up a MarketOngoing Experiments in Search of Tipping Points 6 MONETIZATION ACQUISITION Tornado Time!!! Starter Motor ENGAGEMENT VIRALITY

7. Scaling the Volume Operations ModelMetrics that Matter Acquisition Rate of gaining new users Engagement Average length, depth, and frequency of user engagement Virality New customers coming from existing customers over time Monetization Percentage of total users that participate in business model Churn Losing existing users Lifetime Customer Value Projected monetization returns by class of customer Program Productivity Yield on promotional activities, both paid and viral 7

8. gmoore@geoffreyamoore.com 8