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Disruption should be important for you personally—who doesn’t want to do something exciting and meaningful?—but it’s also important for the health of your business. If you’ve truly made something disruptive, your competition probably won’t be able to replicate it quickly.
In my research, I was surprised how few As gave their new Cs an explicit brief.
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Richard Hytner
Competitor-Led Compelling Value: the Sony PlayStation The third and final path to compelling value is competitor-led. In this case, a competitor has already brought to market a successful product, and the inventor must produce something so much better (in whole product terms) that it elicits the “gotta have” response.
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