CHAPTER 4

EDGE OF THE ENTERPRISE

Viewing Your Assets from the Outside

If you’re watching live video on the internet, there’s a good chance [Major League Baseball Advanced Media] is involved. MLBAM streams more live video than any other sports entity—and any other company.

—Ben Stricker, senior PR manager, Cisco Unified Computing System

Enterprise edges are the third form of edge strategy, and while they can often be the hardest to recognize, they can also be the most accretive. Product and journey edges adopt a customer’s slightly broader perspective of how your business fits its needs; by contrast, enterprise edges require viewing your business from the vantage point of a complete outsider. What can I do with what I already have? It sounds like ...

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