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How Tech Works

How Tech Works. The Essential Models. Mayfield Fellows Class Stanford April 23, 2013. The Hierarchy of Powers A Framework for Managing Strategic Transformation. Growth born from category expansion Catching the next wave. Growth born from competitive advantage Redefining your core.

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How Tech Works

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  1. How Tech Works The Essential Models Mayfield Fellows Class Stanford April 23, 2013

  2. The Hierarchy of PowersA Framework for Managing Strategic Transformation Growth born from category expansion Catching the next wave Growth born from competitive advantage Redefining your core Category Power Company Power Market Power Offer Power Execution Power Growth born from customer commitment Targeting segments in play Growth born from unmatchable offers Maximizing return on innovation Growth born from reaching tipping points Becoming the chosen one

  3. Category PowerThe Category Maturity Life Cycle Model Fault Line! E Indefinitely elastic middle A B C D Revenue Growth Emerging Market (pre-Tornado) Growth Market Mature Market Declining Market End of Life Time Catch NextWave Technology Adoption Life Cycle

  4. Company PowerThe Core/Context Model Context Meeting standards to stay credible Core Differentiation that creates power Mission Critical Failure is not an option A B PERFORMANCE Enabling OK to experiment & fail fast C D POWER

  5. Market PowerThe Nine-Point Checklist 1. Target Customer 2. Compelling Reason to Buy 3. Whole Product 4. Partners and Allies 5. Sales Channel 6. Pricing 7. Competition 8. Positioning 9. Next Target Key sponsor Key motive Complete solution Fill in the gaps Manages sales & fulfillment complexity Maps to all the above Legitimate alternatives Core differentiation Next growth segment

  6. Differentiation Neutralization Failed Attempts Productivity Waste Offer PowerThe Return on Innovation Model Sources of Waste: • Differentiation projects that don’t go far enough • Neutralization projects that go too far and/or are too slow • Optimization projects that don’t free up mission-critical resources

  7. Execution PowerThe Tipping Point Model Deploy  Tipping Point Transition to Viable State Invent Optimize BEFORE: Doubt of the Benefit AFTER: Benefit of the Doubt

  8. Tipping Point for B2C MarketsThe Four Gears Model Power Gear Performance Gear + = Virality o = Retention - = Churn MONETIZATION ACQUISITION Tornado Time!!! Starter Motor ENGAGEMENT ENLISTMENT Performance Gear Power Gear

  9. Tipping Point for B2B MarketsThe Technology Adoption Life Cycle MAIN STREET TORNADO EARLY MARKET BOWLING ALLEY CHASM Laggards Late Majority (Conservatives) Innovators Early Majority (Pragmatists) Early Adopters (Visionaries)

  10. gmoore@geoffreyamoore.comtwitter.com/geoffreyamoorehttp://linkd.in/YnBwiggmoore@geoffreyamoore.comtwitter.com/geoffreyamoorehttp://linkd.in/YnBwig

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