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BP 2.0 Intro

BP 2.0 intro
by

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
commodization
different theories
different tools
sustainable advantage
strategic focus
differentiation
The
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
anesthesiologist:
tools to theories
execution
collect short-term data
reactive/responsive
tight focus
avoid conversations
single-minded
architect
theories to tools
strategy
observe long-term trends
proactive/market shaping
broad focus
consider context
single-minded
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
foundational:
industry trends
exogenous variables
basic market knowledge
= cost of entry
differential:
core competence
strategic asset value
current customer insights
differentiated metrics
potential customer insights
= source of competitive advantage
Full transcript