Chapter 3
Ten Questions to Ask Your Mental Models
Most strategic models are not universally applicable across contexts and over time. We believe that each model has a certain “half-life” and its utility declines gradually over time as it is replaced by a newer generation of models. For example, as technology has evolved and banks have increasingly mechanized customer transactions through automatic teller machines or over the Internet, the definition of what constitutes a customer experience has evolved dramatically. The appropriate strategic model of competing on service quality or on distribution strength has also evolved in parallel. However, not every firm has aligned itself with this evolution at the same pace. While some have pioneered ...
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