Chapter 4The Art of the PossiblePrinciple Four: Reimagine value creation.
For established firms in particular, applying the first three Functional Integration principles of utility, multiple contexts, and synergy can pose some significant challenges. Established companies in particular have a way of squelching even incremental innovation. Managers of all major firms are understandably invested in the products and services that helped produce their success. This is partly why so many revolutionary new digital products and services come from small start-ups. Unburdened by the responsibilities of market share and profits, start-up managers are freer to imagine, test, and try out potentially transformational ideas.
The irony is that most established ...
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