Just Evil Enough

Chapter 16:

 

Change your business model

The greatest zero-day marketing exploits don’t just make you more competitive, they change how your market thinks about value creation itself, making competitors obsolete in ways they won’t anticipate and can’t counter.

Let’s dive into value chain disruption.

Every business has a value chain

From the receiving dock, to the factory floor, to the distribution center, the supply chain is the series of steps by which a business turns inputs into outputs.

A value chain is similar, but focuses instead on value creation. Whereas a company’s brand isn’t part of the supply chain, it’s an intrinsic part of the company’s value creation¹ because customers pay more for that brand. So are product testing, research ...