The Innovator's Guide to Growth: Putting Disruptive Innovation to Work

CHAPTER 6

Assessing a Strategy’s Fit with a Pattern

PROJECT TEAMS CHARGED WITH creating new growth strategies too often proceed under the illusion that they understand their target market— a cultural legacy inherited from the world of line extensions and other incremental innovations, in which project managers must have buttoned down business cases before projects really commence. New growth, however, almost by definition requires a company to enter a territory it does not fully understand. By assessing approaches against a defined pattern rather than against specific metrics or hurdles, companies can quickly understand the strengths and weaknesses of each approach. More important, they can spot the big questions they need to answer before ...