Bain Book



Finding Hidden Assets to Renew the Core and Fuel Profitable Growth

By Chris Zook


Over the next decade, nearly three out of four companies will face the challenge of their corporate lives: redefining their core business. Buffeted by global competition, facing an uncertain future, more and more companies will realize that they must make fundamental changes in their core even as they continue delivering the goods and services that keep them in business today.

The issue for executives is what to do when that day arrives. Some companies have discovered a new approach. They search out and uncover hidden assets—assets that the company already has, but that have been overlooked, undervalued or underutilized. Building on Chris Zook's previous books, Profit from the Core and Beyond the Core, Unstoppable emphasizes that companies can redefine the core around these assets to propel sustainable growth. The importance of a company's hidden assets to its strategic regeneration cannot be overstated: In 9 out of 10 cases where a company successfully confronted issues of core redefinition, a hidden asset was the centerpiece of the new strategy.

"Unstoppable is a must-read book for CEOs and senior executives of major companies."

Steve Pagliuca, Cochairman, Bain Capital

Drawing on extensive research, including more than 30 interviews with CEOs from companies such as De Beers, American Express and Samsung, Unstoppable helps companies recognize when the core needs reinvention and deploy hidden assets as the basis for tomorrow's growth. It proves that any company whose growth formula of the past is reaching a limit can transform itself to become truly unstoppable.

About the Author

About the Author

Chris Zook

Chris Zook is an advisory partner in Bain & Company's Boston office. As coleader of the firm’s Global Strategy practice for 20 years, Chris specialized in helping companies find new sources of profitable growth. He is the best-selling author of multiple business books, including The Founder’s Mentality, Repeatability, Profit from the Core and Beyond the Core.

Read more

What Others Are Saying

What Others Are Saying

Unstoppable takes the reader on a journey of corporate introspection, led by a master strategist. The journey is a treasure hunt for 'hidden assets' that will help the reader redefine their business. Best of all, it is a business book where you can move the theory right from the pages and into practical use.

Robert Salerno, Former President, Avis

The concept of recognizing and leveraging hidden assets is critical in today's corporate world as many traditional businesses have been transformed by technology, rapid changes in customer dynamics and increased global competition. The practical advice and insights offered here provide a compelling path for action.

Nancy McKinstry, CEO and Chairman of the Executive Board, Wolters Kluwer

Anyone thinking about long-term sustainable growth and value creation must take into consideration the examples illustrated in this great read.

Charlie Denson, Former President, Nike Brand

Related Publications