How can a company deliver continuous exceptional growth year after year? J. C. Larreche a professor of marketing at INSEAD answers that question in his book The Momentum Effect: How to Ignite Exceptional Growth. According to the author’s research momentum-powered firms delivered 80% more shareholder value than their slower rivals. ”Momentum leaders are not lucky -- they are smart ” he writes in this excerpt. ”They have discovered the source of momentum and with it the beginnings of a smarter way to exceptional growth. Managers often talk about ’riding the wave.’ Momentum leaders aren’t that passive. They live by this motto: First build your wave then ride it.”