Professional Documents
Culture Documents
Geoffrey Moore
Symbian Exchange & Exposition
October, 2009
Agenda
= 0
Bubble-up Innovation
Amplify a specific
vector of innovation
*
* Gain bargaining power
Competitor 1
by getting separation
*
YOU from your
*
Competitor 2
competitive set
*
Competitor 3
Failure to separate
Competitive Set equates to lack of ability
to influence the market
Failed
Attempts Optimization
PRODUCTIVITY
Waste
Sources of Waste:
• Differentiation projects that don’t go far enough
• Neutralization projects that go beyond good enough
• Unaligned innovation efforts that cancel each other out
6 Dealing with Darwin © 2009, TCG Advisors LLC
October 28, 2009
Questions to Ask
Apply These to Every Initiative You Sponsor
Product
Leadership
Zone
Customer Operational
Intimacy Excellence
Zone Zone
Product
Disruptive Solution Product Platform
Leadership Innovation Innovation Innovation Innovation
Zone
Genentech Autodesk Google Microsoft
Customer Line
Design Marketing Experiential
Intimacy Extension
Innovation Innovation Innovation
Innovation
Zone
HP IDEO Apple Facebook
• Drive offer and program investments “beyond reason” along your core
vector to the point where the competition either cannot or will not follow.
Pragmatists: Conservatives:
Stick with the herd! Hold on!
Visionaries:
Get ahead of the herd! Skeptics:
No way!
Techies:
Try it!
Main Street
Tornado
Total
Early Assimilation
Market
Chasm
Bowling
Alley
Indefinitely elastic
middle
Revenue Growth
Growth
C
Market D
Mature Fault
Market
Line!
B Declining
Market E
A End of
Life
Growth Decline
Early
Product
Leadership
Zone
Performance
Buyers
Customer Operational
Intimacy Excellence
Zone Zone
Relationship Value
Buyers Buyers
Just to reconfirm,
which zone is your sweet spot?
18 Dealing with Darwin © 2009, TCG Advisors LLC
October 28, 2009
Questions to Ask
Apply These to Every Category You Compete In
• What is our best bet for winning as many of the dominant type of
buyer as we can (even if that is not our sweet spot)?
• Where is the least valuable place we can spend our energy, and
what are we doing to minimize our activities in that area?
An outsider’s view
Product
Too niche
Disruptive Too niche
Solution Product Platform
Leadership Ditto
focused
Innovation Innovation
focused Innovation Innovation
Zone
Genentech RIM Apple Microsoft
Customer Too
Line Too Too Too
Design Marketing Experiential
Intimacy Extension
company company
Innovation company
Innovation company
Innovation
Innovation
Zone specific specific specific specific