“Today the powerful transforming force is the category—creating a new market for a new product, often (but not always) from a new company. A great message, a great product, a great innovation—these things are no longer enough on their own. Now it’s critical to develop a great new market category in concert with building a great company and product.”

– Al Ramadan, Dave Peterson, Christopher Lochhead  and Kevin Maney

When Is a Strategy Approach Grounded?

In my previous post I argued why, in today’s digital world of continuous disruption, all strategy should be grounded. I used a metaphor of a tree to sketch the overall idea of a grounded strategy and explain why being grounded is so important: to make sure that your organization does not get blown down or blown away by…

“A market insight involves seeing a missing in the world at large and believing that technology can be built to solve it… A technology insight usually comes from a scientist or engineer. The missing is entirely about the technology itself. An inventor sees a way to create something that’s never before existed, often hoping that a worthwhile problem can be found that the invention will solve.”

– Al Ramadan, Dave Peterson, Christopher Lochhead and Kevin Maney