Sequencing Apple's DNA

Appendix 4Further Tips in Designing Innovations with C-K Theory

“How can I go forward when I don’t know which way I’m facing.”

John Lennon

These transformation elements are drained from C-K theory and other research and help in transforming the genes into actionable patterns of innovation. The practice of identifying, defining, and then breaking dominant designs roots the art of breakthrough innovation in industry and elsewhere, including in arts and civil crafts.

A4.1. Tracking dominant designs above all

Marketed objects¹ are bound to a structuring reference for organizing trade: the design is shared by players, including competitors; markets are rather mature²: “The value of objects can be assessed, products are endorsed by competitors, knowledge can be accumulated, and all changes followed on. One virtue of a dominant design is to simplify the offer-demand relationship. Incremental innovation may be performed to sustain a dominant design. In the end, dominant designs evolve to the point of sheer complexity, hence may call for self alteration; then, new dynamics emerge that break dominant designs down”.

The notion of dominant design traces back to Utterback and Abernathy [UTT 75, ABE 78, UTT 94].

A4.2. Why they (still) exist

Industry typically operates by favoring a relatively stable categorization of products, market segments, players, etc. and even ecosystems. This has evident advantages: competition can be set, organized and strive.

By doing so, its means of action ...