Evolutionary framework for strategy making Autonomous Strategic action Concept of Corporate Strategy Strategic context Induced strategic action Structural context

Russel Achoff Framework Structuring of possible future What will be required to make Future Vision of company a reality? Future of Industry Future of company

Today Future Strategic Actions 1. Our Business 6. Our Business 2. Our Customers 5. Our Customers 3. The Environment 4. The Environment Strategic Inputs

Crossing the chasm Late Majority Early Majority Early Adopters Laggards Early Adopters Innovators

Innovators = Technology Enthusiasts Fundamentally committed to new technology on grounds that it will sooner or later change our lives for the better. Early Adopters = Visionaries True business visionaries that want to use the discontinuity of any innovation to make a break with the past and start an entirely new future. They believe in revolution to change business. Early Majority = Pragmatists They believe in evolution, and are primarily interested in making their company’s system work more effectively. Early Majority Late Majority Early Adopters Laggards Innovators

Late Majority = Conservatives Pessimistic about the their ability to gain any value from technology investments and undertake them under duress. Laggards = Skeptics They are not so much potential customers as ever present critics of new technologies Early Majority Late Majority Early Adopters Laggards Innovators

Crossing the chasm The Mainstream Market Late Majority Early Majority Inside the Tornado Laggards Early Adopters Innovators The Chasm

Difference between Visionaries and Pragmatists Intuitive Support revolution Contrarian Break away from the pack Follow their own dictates Take risks Motivated by future opportunities Seek what is possible Analytic Support evolution Conformist Stay with the herd Consult with their colleagues Manage risks Motivated by present problems Pursue what is probable