Going on Offense: A Leader’s Playbook for Perpetual Innovation

by Behnam Tabrizi

NEXT BIG IDEA BOOK CLUB 2023 MUST READ BOOK
FEATURED IN HARVARD BUSINESS REVIEW, FORTUNE, AND FAST COMPANY

How do the most innovative and agile companies develop a “winning mindset” that runs throughout the entire organization?

Going on Offense is a powerful resource for anyone looking to transform their organization or themselves, exploring the key ingredients that fuel the mindset of companies dedicated to perpetual innovation and relentless experimentation. Based on a comprehensive seven-year study from Stanford University, Going on Offense provides an insider view into the transformative drivers of success displayed in 26 innovative organizations—including industry giants like Apple, Tesla, Amazon, Microsoft, and Starbucks—along with actionable advice on how to replicate this transformation.

Explore the challenges of once-innovative tech giants like Facebook and Google and the factors behind their transition to complacent and stagnant organizations. Delve into the reasons behind an organization's decline through in-depth analysis and real-world examples. Going on Offense analyzes these cases and offers practical solutions for companies and individuals looking to transform to a winning mindset.

Written by world-renowned expert in transformation, bestselling author, and award-winning teacher, scholar, and global advisor, Behnam Tabrizi, Going on Offense is a must-read for any organization looking to stay innovative and competitive in today's rapidly changing market. Armed with this book, a company will be able to go on offense—continually improving its culture, adapting to new environments, and expanding into new territories.

Genres: Business

309 pages, Kindle Edition

Published August 20, 2023

Reviews

[Reader · Rating 5 out of 5]

"Going on Offense: A Leader’s Playbook for Perpetual Innovation" is a brilliantly written book that offers a spectacular blend of insights and guidance. This book instilled in me the confidence to pursue my entrepreneurial aspirations, providing actionable insights that are essential for anyone considering organisational transformation.

Dr Tabrizi's 8 drivers for perpetual innovation are perfectly crafted, backed up by research spanning almost 2 decades. Interestingly, these 8 characteristics can also be applied on a personal level, as well as an organisational one.

A must-read for both seasoned leaders and newcomers, "Going on Offense" is more than a book; it's a concise guide to perpetual innovation, crafted by one of the field's best.

[James Johnson · Rating 5 out of 5]

With the exponential rate of change brought on by AI, Going on Offense is a must read for any business leader or aspiring entrepreneur. Going on Offense provides an “Offensive Playbook” for innovation, rather than defensively reacting and adapting to changes in the market. Tabrizi provides a playbook and framework to recognize and boldly seize opportunities for disruptive innovation, being first out of the gate, before competitors are aware. Tabrizi offers well-researched case studies across multiple industries, drawing upon data from hundreds of companies and hands-on experience as an organizational change consultant. Going on Offense provides an actionable framework to identify trends and anticipate potential disruptions, develop preemptive strategies, and shape the market. Tabrizi also appreciates the human element and barriers to embracing bold, disruptive change. The book highlights common reasons leaders may avoid such efforts and how to navigate change and create buy-in within your organization, overcoming fear and inertia among team members.

[Soheila Spaeth]

“ Behnam Tabrizi’s going on offense is a beacon of light for businesses navigating the complexities of the modern world. With insights drawn from giants like Microsoft and Starbucks, Tabrizi’s book provides tangible solutions for driving perpetual innovation. An indispensable guide for leaders who want to thrive. “

[Simon Cobb · Rating 4 out of 5]

Clearly written, with relevant, illustrative stories of innovation from the world of business.

The framework introduced at the end feels slightly rushed though.

And if this is your first role as a leader of innovative teams, you might need something like Marty Cagan's Inspired as well as Clayton Christensen's Innovator's Dilemma.

[Mary Miller · Rating 5 out of 5]

I loved how it breaks down innovation into something actionable. No more waiting for perfect conditions. It made me rethink how I approach risk and experimentation in my own leadership. Tabrizi really knows how to inspire forward thinking.

[LAURA · Rating 5 out of 5]

This book goes beyond buzzwords and offers real, tangible strategies. The breakdown of why some tech giants falter while others evolve was eye-opening. It’s motivational without being fluffy—a must-read if you're serious about lasting innovation.

[Loreen · Rating 5 out of 5]

A game-changer for any leader seeking to future-proof their organization. The case studies are powerful, and the emphasis on mindset and agility really hit home. I walked away with clear steps to foster ongoing innovation in my team.

[Armin Koester · Rating 5 out of 5]

With real-world examples from Apple, Amazon, and Tesla, the author doesn’t just theorize—he shows what works. I was inspired to apply the "go on offense" mentality in my own organization. Simple, powerful, and surprisingly fun to read.

[JM Black · Rating 5 out of 5]

This book really hammered home that innovation is a mindset, not a department. The strategies are clear, the examples are rich, and it’s written in an engaging way. I took pages of notes and feel ready to implement.

[Flavia · Rating 5 out of 5]

I appreciated the focus on execution, not just ideation. It’s rare to find a book that balances vision and practicality so well. A solid resource I’ll be returning to again and again as our team scales new ideas.

[William Reimers · Rating 5 out of 5]

This sparked new ideas and got me excited about problem-solving again. It’s not just for tech companies either—any organization can benefit from these lessons. A practical roadmap to navigating change and staying ahead of the competition.

[Sebastian Zamorano · Rating 5 out of 5]

No filler, just frameworks and examples that make sense. I’ve read a lot of leadership books—this one stands out. It’s energizing without being overwhelming. Loved the idea that innovation can be built into everyday culture.

[SM Harrison · Rating 5 out of 5]

Tabrizi makes it clear: stagnation is the enemy. His analysis of why certain companies thrive was fascinating. It helped me assess gaps in my current work environment and gave me tools to push for continuous progress.

[Bianca Landivar · Rating 5 out of 5]

A strong reminder that innovation must be proactive. I liked how the book blends academic research with real company stories. It made me reflect deeply on how to shift from defensive strategies to bold, forward-thinking leadership.

[Jessica Suarez · Rating 5 out of 5]

This isn’t your typical management book. It calls leaders to lean into discomfort, lead with vision, and keep innovating. I feel more confident navigating uncertainty and more excited about building something that lasts. Inspiring and highly readable.