Market Shaping and Innovation Breakfast

Market Shaping and Innovation Breakfast

Time and again, research hammers home one point: What makes or breaks strategy is whether managers “get” something so overarching it mostly escapes attention – the very nature of markets. Old theories and playbooks got away with simplifications and approximations. Today, firms need to consider markets as elaborate, evolving ecosystems – think biology, not machinery.

This subtle change in perspective allows firms to proactively adapt their operating environment to themselves – instead of reactively adapting themselves to the environment. And therein lies strategy’s new prize, which turns established strategy paradigms on their head. Mastering the art of influencing markets, often in collaboration with others, enables proactive market-shaping. Market-shaping strategies unleash value gains from greater market size, efficiency and profitability which dwarf the zero-sum wins eked out in market-share increments by traditional competitive strategy.

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