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Sur/Petition: Creating Value Monopolies When Everyone Else Is Merely Competing (Going Beyond Competition), by Edward De Bono
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One of the world's foremost experts on creativity and the author of the international bestsellers Six Thinking Hats and Lateral Thinking shows companies how to utilize imagination and ingenuity to go beyond competition to become market leaders. 37 line drawings.
- Sales Rank: #2771058 in Books
- Brand: Brand: Harpercollins
- Published on: 1993-03
- Original language: English
- Number of items: 1
- Dimensions: 8.00" h x 5.25" w x .75" l,
- Binding: Paperback
- 256 pages
Features
- Used Book in Good Condition
From Publishers Weekly
De Bono is an educator (Cambridge, Harvard), government adviser, business consultant and author of 32 books. Here in lively, stimulating style he further develops his basic premise, established in earlier books, that "thinking is a skill" to be learned. De Bono advises readers to surpass competitors through value-enhancing super-concepts such as pricing movie tickets at $100, which includes a share in the film's profits, and developing a high-tariff, no-waiting phone booth. The book also offers detailed "conceptual R&D" guidance for companies needing to apply creative thinking to their planning and operations. Few readers will fail to enjoy, or benefit from, this cerebral but sprightly guide.
Copyright 1992 Reed Business Information, Inc.
From Library Journal
As might be expected from someone whose expertise is in the field of creative thinking, de Bono has lots of ideas. So many ideas that they have already filled 32 books ( I Am Right--You Are Wrong and Six Action Shoes , both LJ 12/91), and he isn't finished yet. His latest, Sur/Petition , presents a framework for manufacturing the concepts that he believes will enable businesses to go beyond successful competition. De Bono's term "sur/petition" means choosing not to compete in the same race as everyone else, but rather in one's own race. The key to successful sur/petition is delivering products and services to customers that they might not know they want until they integrate new products into the increasing complicated value systems of the market. This can only be accomplished through rethinking the way organizations value and support what de Bono calls "serious creativity." Although de Bono is long on ideas, he is short on practical implementation strategies. As a result, Sur/Petition 's usefulness to local business professionals trying to survive a recession will be limited. Recommended for larger business collections.
- Andrea C. Dragon, Coll. of St. Elizabeth, Convent Station, N.J.
Copyright 1992 Reed Business Information, Inc.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Struggling Ahead of Others
By Dr. Peter Fritz Walter
Edward de Bono’s book Sur/Petition is very important. All the issues that he tackles in this extremely well-written book are still today hot issues, in the sense that they are unresolved so far in most businesses.
But let us ask, ‘What is Sur/Petition?’ The basic subject matter of the book is the issue of creating value monopolies. Competing literally means ‘struggling together’, whereas surpeting, by contrast, means struggling ahead of others.
How to get ahead of your competitors? The answer is by offering more value, integrated value, value that is yet unmatched by others and that, therefore, becomes a monopoly. As de Bono explains, value monopolies are not illegal forms of business conduct because they serve the customer; they are specific solutions for the paradigm that Karl Albrecht called Total Quality Service or briefly TQS, as a parallel to Total Quality Management or TQM. This approach puts the customer first in the agenda, not housekeeping or the company tradition.
Value monopolies can only be created after brainstorming has taken place which is based on a serious effort to understand and value the needs of the customer. It seems to me that presently multinational corporations are beginning to grasp the importance of giving the customer solutions that are of real value. De Bono, as always, has looked into the future and offered solutions that most people, at the time of publishing the ideas, were not ready to grasp. The example that de Bono cites regarding Ford strikes. He consulted Ford Britain to buy a company that owned large car parks all over Great Britain. He argued that cars are no more than a lump of engineering and that a customer who buys a car wants and needs more, and more service in the first place. One of those needs being the urge to find a parking lot in town, de Bono’s idea seemed brilliant. Now Ford could have connected a value to the existing value ‘car’ which would have created a value monopoly for the company. De Bono’s idea was precisely that at the entrance of those car parks a note would have been put that only Ford cars could enter them—and not other cars. However, Ford did not see the chance nor the need of its customers for more integrated value and thus did not follow the proposal.
Some years ago, the popular German car maker Volkswagen was brainstorming on the same lines and they created Volkswagen Bank as a result, and a free basic insurance for home and family, given free for every car buyer. To make it round, third in the package was a credit card offer for new car customers. Not only did Volkswagen sell more cars, the Volkswagen Bank surprisingly for many became one of the most successful and effectively managed banks in Germany.
The example was obviously inspiring, as Mercedes-Benz and BMW developed similar surplus-value concepts and opened their Mercedes Bank and BMW Bank. What they give is even more. Every new customer, besides the afore-mentioned benefits, receives a credit card, that gives a range of benefits so numerous that it fills a little booklet.
De Bono always questions traditional ways of doing and goes straight to the root of problems. In the first chapter that is entitled What is Wrong with the Fundamentals? he calls efficiency and problem-solving mere maintenance procedures and concludes that only effective solutions can bring success in the long run. Today, most of the Fortune 500 companies have realized this and other of de Bono’s early ideas, but when de Bono voiced these requirements twenty years ago, he was taken as a visionary with lacking sense for reality. As it is so often the case, in hindsight we see that he had more sense of reality than all his contradictors since what he predicted so many years ago is business reality today!
Reading Sur/Petition, one gets a feeling that in most businesses, there is a desperate longing for more creativity whereas, at the same time, and paradoxically, creative thinking is rejected as an illusion, time waster, or as something for artists only. Intelligent ways of dealing with business, and effective solutions, in the past as today are the exception. Even among Fortune 500 companies which are, as a group, the most likely to adopt strategies and fixes as de Bono suggests them, are not immune against old mistakes. The high turndown rate among Fortune 500s is an indicator for this fact. It is not enough to just understand the principles and to establish planning committees. The art of management is to walk the talk one wants all in the company to walk.
My experience has shown me that often corporate leaders are well ready to follow the advice of consultants but they think that they themselves are beyond the need for consultancy. The hairy truth is that, in the contrary, the boss has to adopt the new attitude first and thoroughly walk it through before he can duly expect others down in the corporate hierarchy to adopt it.
Value monopolies begin with providing value and with valuing both the customer and the company. The latter if often forgotten. A company that does not value its own achievements and strength, and their staff will not succeed. However, high self-esteem, as de Bono observed in his book, is in practice often replaced by complacency. Complacency is such a destructive attitude that he devotes twelve pages, a whole subchapter, to its discussion.
More than once, de Bono reports that arrogance and complacency are what he found to be the two strongest impediments for implementing new customer-focused management strategies.
It is only logical that at the end of this thorough study, de Bono suggests to implement entire Concept R&D Departments, a brilliant idea. The author notes that in traditional business settings, it is still considered a threat to empower employees and to establish think tank groups. As long as business or government is managed like the military—and this was after all the traditional way to manage large corporations and government agencies all over the world—we will not be able to move into management and leadership that is—
—Team driven instead of person driven;
—People driven instead of technology driven;
—Progressive, effective and ecological;
—Flexible and unbureaucratic.
One of the purposes of Edward de Bono’s contributions was to help us move away from this old management paradigm that has become archaic and ineffective, and implement an effective, sustainable and people-driven business management paradigm that is based upon values and the virtue of satisfying value-driven customer needs.
To summarize, this book that is supposedly not one of the most well-known Bono books, is yet one of the best productions of the author. For all people concerned with management, it is one of the most original and valuable books on management success strategies that have ever been published.
3 of 3 people found the following review helpful.
Going beyond competition to Value Creation
By Herbert L Calhoun
Professor de Bono tells us here that competition has been eclipsed. It is no longer the "be all and end all of capitalism." In fact, as he argues, competition is becoming only the baseline for a business' survival: In the new global economic world order "being competitive" is becoming the minimum needed to stay solvent and just to stay in the ball game.
As technology begins to lose its mystique and aura it is not enough to just be competitive. One needs, in addition to competition, the addition of concepts and a whole range of ancillary accessories, to fill the breach between being able to just survive in business and being successful at it.
These packages: of technologies plus their related concepts and accessories, are referred to by de Bono as "value monopolies." The future of business is about the creation of value monopolies. Value monopolies are based on concepts that allow a business to integrate its values into new sales platforms and strategies that go well beyond competition to surpetition, the third level on the ladder of the evolutionary development of businesses.
In surpetition, it is creativity and creative thought that provides for the formation of value, and thus for value added to business.
The book is divided into three parts. Part one examines the fundamental habits of management thinking: its efficiencies, problem-solving, maintenance, error avoidance, cost cutting, divestment, quality control, customer and service growth - and tells us why all of these habits need rethinking.
Part II introduces the ideas basic to surpetition and tells us how they represents an improvement over competition. Part III discusses "valuefacture," the design of concepts, and the research and development of concepts.
Altogether these are new revolutionary ideas that have immediate practical value to any managers serious about not just staying competitive but also moving well beyond just being competitive. Three stars.
2 of 2 people found the following review helpful.
Practical book
By Sheila
This is perhaps the author's best book, and one of the fundamental business titles that are timeless. It is full of good concepts and meaningful ways to improve creativity in the workplace.
See all 3 customer reviews...
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