Sooner or later, most companies will need to reinvent themselves in response to disruptive market shifts, technologies, or start-ups. But can a new business model quickly replace all the revenue an incumbent has lost to market upheaval? Only in rare instances, say the authors. That's why they propose that companies under assault pursue two distinct but parallel efforts: "Transformation A" should reposition the core business, adapting it to the altered environment. "Transformation B" should launch a separate, disruptive business that will be the source of future growth. That approach allows the company to realize the most value from its current assets and advantages, while giving the new initiative the time it needs to grow. This article walks readers through the dual transformations of three companies that were facing massive disruption: the Deseret News, which was losing advertising to online upstarts; Xerox, whose copier business had been eroded by Asian rivals; and Barnes & Noble, which was threatened by e-books. In each instance, a key to making the dual transformations work was the establishment of a "capabilities exchange," which allowed both efforts to share resources without interfering with the mission or operations of either. The results to date are promising: At all three firms, the core business is back on track, and the innovative initiative is demonstrating strong growth.

Many Western multinationals expect to find most of their future growth in emerging economies. But they have frequently struggled to exploit the opportunity, relentlessly cutting costs and accepting profit margins close to zero. The problem, say the authors, who are all with the innovation consultancy Innosight, is not that these companies can't create viable offerings but that simply transplanting their domestic business models to the new markets won't work. They must devise fundamentally new models-by identifying an important unmet job consumers need to do; performing that job profitably at a price the customer will pay; and carefully implementing and evolving the model by constantly testing assumptions and making adjustments. Drawing on their experience investing in, incubating, and consulting for companies that have created 20 new business models in developing markets, the authors describe the vast potential demand represented by the "middle market" in emerging economies-the millions of people who have the desire and wherewithal to pay for goods and services, from refrigeration to clothes washing to money transfers, that will help them do the "jobs" no current offering adequately can.

Despite the popular image of entrepreneurs as risk-loving cowboys, the reality is that great entrepreneurs don't take risks-they manage them. The authors counsel managers to recognize that not all risks are created equal: When you're launching a new venture, first consider deal-killer risks that, if left unexamined, could kill the whole business. Next tackle the risks that could sabotage the project if it took a path you're not currently anticipating. Then focus on high-ROI risks-the questions you can answer without spending much money (but that will trip you up if left unanswered). Once you've identified the most important risks facing your new venture, manage those risks the way the best venture capitalists do: Spend a little bit of money at a time; create experiments that will test your assumptions; keep your timeline as short as you can; test only one thing at a time; and listen carefully for what an experiment's results are really telling you. Hint: You should be trying to prove that your assumptions are wrong, not simply to confirm your own biases.