The Third Dimension
Over the past decades, companies have tried to develop a competitive advantage through a cleverly cooked strategy and/or a deep focus on functional excellence. However, this approach has shown weaknesses in two areas:
Wastefulness and lack of measure: Too much effort/money/resources have been dedicated to pushing functional excellence in one topic further and in many instances possibly too far. Examples are
Companies running cost reduction wave after cost reduction wave do not recognize that the real issue is the lack of appeal of their products.
Engineering-driven companies perform miracles but fail to market them appropriately.
Consumer goods companies develop innovative new brands but keep all their merchandizing and ...