1. Redifferentiate an Existing Product or Business
Options Saving a Company from Disruption
Customer, Market, Features, Consumption Chain (marketing and logistics), Business Model, Market Entry

2. Chain of Disruptions Multi-platform Moore’s Law
Technological change is exponential
Multi-platform Moore’s Law
In the past sixty years, life has changed almost beyond recognition
This pattern will culminate in unimaginable technological progress in the 21st century, leading to a singularity
Raymond Kurzweil, The Age of Spiritual Machines
Exponential
Growth

3. The Disruption Process

4. Choose a Product from the Pictures
Pick a specific consumer product picture from the pictures (at the end of this slide deck)
Each one of these products has at some time been a‘blockbuster’
– i.e., has defined a major market in the past,
Some have even redefined consumer lifestyles
Quickly think through:
Why customers buy this product (be honest)
How customers buy this product (i.e., the consumption chain)
Complementary products required to market this product
Competences your firm needs to compete

5. : Redifferentiate your Product
Each product picture provides a list of features with pointers to where they are implemented on the product
They do not contain any information about why those features are important
You “redifferentiate” by changing features (components) and the way they are put together into a product (architecture)
Create two new “redifferentiated” products
By choosing different objectives as a basis for redifferentiation
Is the objective to reduce cost (how)?
Or to create new, perhaps narrow, set of markets?
Or to position the new product among its competitors
Or to change the way consumers use, purchase, search for or otherwise interact with the product

6. Resegment the Market
For the new product (objectives; feature sets; architecture)
Describe how customers will use the redifferentiated product
What new customer groups will you generate with this redifferentiated products?
What old customer groups will you alienate?
What new customer groups have the
Growth potential?
Profit potential?
Revenue potential?

7. Remember More is NOT better! It is just more confusing SIMPLE is good
Do not redifferentiate by adding features only
Change existing features
Get rid of useless or redundant features
Simplify, worry about the human interface
In the process, maybe you will want to add a feature

8. To Present Prepare for your group to present
In 5-10 minutes
Describe your one new product
Draw pictures of your redifferentiated products
Describe briefly how your group managed ‘Creativity’ when approaching this task
Present hand written on White Board
For the sake of time, please to not include anything else