CHAPTER 8Generating Growth Strategies

Interesting and innovative ideas do not a business make. Getting people to pay for innovative and interesting ideas is what makes a business.Michael Schrage, Co-director, MIT Media Lab’s e-Markets Initiative

During 2006, the worst year of Ford Motor Company’s history, chairman Bill Ford sent an email to employees stating that “The business model that sustained us for decades is no longer sufficient to sustain profitability” Ford’s reversal of fortune was swift. The company went from profitable maker of SUVs, automobiles and trucks to losing $13 billion in a single year. Not only were its products out of favor, its business model was suddenly obsolete as well.

The speed with which Ford plummeted into ...

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