Companies must strive between:
-preserving successful business.
-destroying unsuccessful ventures.
-creating new business models.
[BOX 1]
Mange the core business with an eye to maximize efficiency and profitability. Linear innovation required (incremental).
[BOX 2]
Avoid the traps of the past, discontinuing practices and attitudes that are no longer relevant as the environment changes over time.
[BOX 3]
Transform breakthrough ideas into new products and businesses. Nonlinear innovation (disruptive). Identifies new customers, reinvents the type of delivered value and the way it is delivered.
The boxes manage natural tension among preservation, destruction and creation. Successful companies spend too much time in BOX 1. And, BOX 1 and BOX 3 require very different set of innovation.
By adopting PLANNED OPPORTUNISM, organizations can build several forward-looking competencies and experiment so they can pursue and influence unexpected opportunities that arise.
To anticipate changes that may occur, you have to pay attention to weak signals associated with technologies, markets, economy, consumer preferences, and demographics. Then create hypothesis about nonlinear changes that may coming your way.
Key Principles:
1. Guarantee future market leadership: engage in linear BOX 1 and nonlinear BOX 3 innovation.
2. If you are successful in BOX 1, you’ll have trouble taking bold action in BOX 3. So, selectively forget the past with BOX 2.
3. Take action in BOX 1 and BOX 3 simultaneously: optimizing current business models and creating new ones AT THE SAME TIME. This two activities require very different skills, metrics and approaches to leadership.
4. Managing the 3 boxes should be viewed as a journey rather than a project.
5. Leaders must remember that the future is now, build through daily actions.
Create the Future:
Engage in BOX 3 innovation. Make key decisions with incomplete information. Having a great idea is essential but a high level of execution is key.
BOX 3 innovation characteristics:
-Place smaller bets first.
-Exercise adaptive leadership.
-Build new Box 3 capabilities and processes.
-Test critical assumptions.
BOX 3 culture/values involve:
-Restlessness and dissatisfaction
-openness to outside ideas
-eagerness for challenges
-willingness to experiment
-commitment to forget the past (BOX 2)
BOX 2 success traps:
-Complacency trap. The believe that success relies on repeating what has been done in the past.
-Cannibalization trap: Fear of new, innovative business models will endanger present prosperity.
-Competency trap: obsession with box 1.
Box 2 is not about erasing box 1 skills, but to help create new ones that support box 3.