September 2017
Intermediate to advanced
256 pages
5h 58m
English
Content preview from Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition
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7
Genetic Engineering
What if there is tension between who you are as a company and how you think you want to position? Is it possible to change your DNA?
Yes, you can change your company’s DNA, but it’s not easy. And it’s not a decision to be taken lightly.
Most companies continue for years, decades, even generations in DNA rubber-stamp mode. And why wouldn’t they? Mother, Mechanic, or Missionary behavior is baked into their genetic code. Oracle, for example, appears to be happily, solidly a Mechanic. It’s not looking to shoot rockets into space or even to design a next-generation driverless car. Rather than branching out into new territory, it seems perfectly content to continue developing and marketing integrated cloud applications and platform ...
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