Just Evil Enough

Chapter 12:

 

Reviewing the canvas

You’re now equipped with a new kind of marketing map that will help you scan your product, the medium, and your market for opportunities. Knowing the lay of the land is useful, but we aren’t here to draw maps—we’re here to conquer territory. If this were a battle, we’d seek out opportunities for unfair advantages: unguarded flanks, choke points, and the element of surprise. But since our battlefield is the market, we’re now after novel approaches and places where our strengths give us an unfair advantage.

We’ve seen examples of this across all 18 frames of the Recon Canvas:

• Comparative advantages, from Tesla’s faster cars, to Tupperware containers that burped, to Gmail’s gigabyte of storage.
• Differentiated ...