Free Book
Asymmetrics
A Field Guide to Structural Advantage
Twenty-four lenses for finding the move your competitors can’t copy. Free.
Every B2B company competes symmetrically: same features, same pricing pages, same LinkedIn thought-leadership post. This book is about the move that’s available in every market, the one your competitors can see, understand, and still can’t respond to, because copying it would cost them more than it’s worth.
The Whole Game
All profit comes from inefficiency.
Either you solve it, or you preserve it. Everything else is decoration.
Asymmetrics is a method for finding the structural move underneath the decoration: the one your competitors are incentivized, capitalized, staffed, or governed out of ever making themselves.
The 24 Lenses
Nineteen structural lenses. Five cognitive lenses.
You don't need all of them. You need the two or three that fit your situation.
- 01
Incentive
- 02
Perception
- 03
Capability
- 04
Business Model
- 05
Time
- 06
Information
- 07
Regulatory & Normative
- 08
Network & Ecosystem
- 09
Distribution & Access
- 10
Speed & Agility
- 11
Segmentation & Focus
- 12
Brand & Trust
- 13
Capital
- 14
Portfolio & Synergy
- 15
Complexity
- 16
Risk Appetite
- 17
Talent & Culture
- 18
Resource & Input
- 19
Geopolitical
- 20
Fractal
- 21
Inversion
- 22
Oblique
- 23
Propaganda
- 24
Temporal
Questions
Before you download.
What is Asymmetrics, exactly?+
A field guide to finding structural advantages, the moves a competitor can see clearly and still can't copy, because their own incentives, capital structure, or governance make copying it too costly.
What's the method inside the book?+
A three-stage process: Assumptions, surface what your category treats as fixed. Asymmetrics, run the lenses against those assumptions to find where a structural gap exists. Assertions, turn the gap into a claim you can act on.
Do I need to use all 24 lenses?+
No. Most companies find their real advantage hiding behind two or three lenses. The other twenty-one are there so you know where to look next, not homework to complete.
Who is this for?+
Founders, CEOs, and CMOs who are tired of competing on the same three features everyone else in the category is already competing on.