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Entrepreneurship Some Frameworks for Setting Innovation Strategy

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Presentation on theme: "Entrepreneurship Some Frameworks for Setting Innovation Strategy"— Presentation transcript:

1 Entrepreneurship Some Frameworks for Setting Innovation Strategy
Geoffrey Moore Managing Director

2 Agenda Some thoughts about Entrepreneurship Overarching Model
Innovation Types and the Market Maturity Life Cycle Examples of Innovation Types for Growth Markets Mature Markets Declining Markets Discussion Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

3 Thoughts about Entrepreneurship
Key Attributes of Entrepreneurs Drive to accumulate personal capital Desire for accountability and P&L responsibility Sees innovation in terms of competitive advantage Invests in self and career for long term Entrepreneurship and Other Institutions Non-profits: social entrepreneurship, spiritual capital Corporations: entrepreneurs vs. line executives, staff analysts Incubators: disconnect with survival-of-the-fittest ethic Academic disciplines: no correlation, but not a fit for MBA Engineering: source of innovation and competitive advantage Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

4 Overarching Model Market Maturity Life Cycle
Indefinitely elastic middle period C Early Main Street D Revenue Growth Mature Main Street Fault Line! E B Declining Main Street A End of Life Technology Adoption Life Cycle Time Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

5 Broad Universe of Innovation Types
Process Innovation Integration Innovation Business Model Innovation Platform Innovation Value Chain Innovation Structural Innovation Product Innovation Renewal Disruptive Innovation Application Innovation Line Extension Innovation Marketing Innovation Experiential Innovation Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

6 Innovating for Growth Markets
Platform Innovation Product Innovation Disruptive Innovation Application Innovation Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

7 Governing Model Technology Adoption Life Cycle
Pragmatists: Stick with the herd! Conservatives: Hold on! Visionaries: Get ahead of the herd! Skeptics: No way! Techies: Try it! Innovators Early Adopters Early Majority Late Majority Laggards Pragmatists create the dynamics of high-tech market development Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

8 Market Development Model
Main Street Tornado Early Market Bowling Alley Chasm Innovation strategy changes at each stage Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

9 Innovating for Growth Markets
Disruptive Innovation Complex Systems: Oracle relational database (vs. hierarchical) Volume Operations: eBay auctions (de novo – no precedent) Application Innovation Complex Systems: Agile PLM (distributed ECO management) Volume Operations: Nokia SMS (text messaging on cell phones) Product Innovation Complex Systems: EMC SANs (Storage Area Networks) Volume Operations: Palm Pilot and Treo (PDAs done right) Platform Innovation Complex Systems: Salesforce.com (Internet as a computing platform) Volume Operations: Sony Playstation (entertainment computing) Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

10 Innovating for Mature Markets
Process Innovation Integration Innovation Business Model Innovation Line Extension Innovation Marketing Innovation Experiential Innovation Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

11 Governing Model The Fractal Structure of Maturing Markets
PDAs Task-specific Devices Smart Phones Tornado Phase Roll out new infrastructure Focus on standards Mobile Laptop Server Early Main Street Expand functionality Focus on broad segments PC Cost Reduction Mature Main Street - 1 Differentiate experiences Focus on narrow segments Mature Main Street - 2 Reduce cost & complexity Focus on lower base price Total Available Market Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

12 Fractal Marketing: The Nth Device The Example of Telephones
VOIP Phone Video Phone Security System Fax Broadband Line Speaker Phone Office Phone Bedroom Phone Baby cam Kitchen Phone Cell Phone Device Cordless Phone Intercom Ring Tones Car Phone WiFi Phone PDA The “Aneurism” Effect Emergency Phone Game Phone Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

13 Innovating for Mature Markets
Add value at the surface Line Extension Innovation PC Marketing Innovation Experiential Innovation Process Innovation Integration Innovation Business Model Innovation Reduce costs at the core Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

14 Innovating for Mature Markets
Line Extension Innovation Complex Systems: Cognos Scorecards & Planning (added to BI base) Volume Operations: HP inkjet printers (home, photo, portable, commercial) Marketing Innovation Complex Systems: Cisco IBSG (free Internet strategy use consulting) Volume Operations: Apple retail stores (“better together” value proposition) Experiential Innovation Complex Systems: McKinsey Quarterly (thought leadership) Volume Operations: AOL’s (“You’ve got mail!”) Process Innovation Complex Systems: Cambridge Technology Partners RAD methodology Volume Operations: Amazon’s one-click sales process Integration Innovation Complex Systems: SAP R3 (ERP) Volume Operations: Microsoft Office (productivity & collaboration suite) Business Model Innovation Complex Systems: Synopsys pricing (from license to lease) Volume Operations: Netscape browser (the power of free) Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

15 Broad Universe of Innovation Types
Value Chain Innovation Structural Innovation Renewal Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

16 Innovating for Declining Markets
Renewal Innovation Complex Systems: IBM IGS (from product-led to services-led) Volume Operations: Adobe Acrobat (from PC franchise to Internet) Value Chain Innovation Complex Systems: Solectron outsourcing (contract manufacturing) Volume Operations: Dell Direct (disintermediating retail) Structural Innovation Complex Systems: BEA acquiring WebLogic (beyond Tuxedo legacy) Volume Operations: Visio getting acquired by MSFT (out of market runway) Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

17 Discussion Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

18 Thank You gmoore@tcg-advisors.com
Darwin and the Demon © 2004, TCG Advisors LLC November 11, 2017

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