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BP 2.0 Intro

BP 2.0 intro

christie nordhielm

on 15 October 2015

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Transcript of BP 2.0 Intro

best mover advantage
(same) tools
same theories
temporary advantage
executional focus
different theories
different tools
sustainable advantage
strategic focus
Hype Cycle
Scientists' tools are not neutral. In the present case, the mind has been recreated in their image. - Gerg Gigerenzer, From Tools to Theories
"'...I hear asparagus is hot; we should do something with asparagus'...So what, you ask, is asparagus? Could be Twitter or Facebook Connect, could be RSS or embedded video, could be tagging or AJAX..."

Baba Shetty, Communication Arts: Humans vs. the Hype
develop core competence
identify consumer benefit
innovate from core to benefit
increase benefit importance
increase market share
competitive imitation
increase profits
The Core Innovation Cycle
tools to theories
collect short-term data
tight focus
avoid conversations
theories to tools
observe long-term trends
proactive/market shaping
broad focus
consider context
defining and navigating the future
the anesthesiologist and the architect
What is my return on my market research investment?
cost (time, money, opportunity) < benefit (value of incremental uncertainty reduction)
foundational research vs. differential research
industry trends
exogenous variables
basic market knowledge
= cost of entry
core competence
strategic asset value
current customer insights
differentiated metrics
potential customer insights
= source of competitive advantage
Full transcript