Redefining Retail

18Be Exponential

This name of this guiding principle is inspired by the 2014 book Exponential Organizations: Why New Organizations Are Ten Times Better, Faster, and Cheaper Than Yours (and What to Do About It) by Salim Ismail with Michael S. Malone and Yuri van Geest.¹ This type of organization leverages exponential technologies and strategies to achieve rapid growth and outperform traditional linear competitors. Exponential organizations are often structured in a decentralized way, relying on networks, platforms, and ecosystems. They leverage external resources to extend their capabilities and access a wide range of expertise.

The “be exponential” principle encourages retailers and brands to embrace an open and flexible approach to innovation. We firmly believe that in today's rapidly evolving world, where industry lines are blending and customer expectations are morphing quickly, relying solely on internal resources for innovation would prove counterproductive. The true path to success lies in collaboration, co‐creation, and the seamless integration of diverse ideas and perspectives. Therefore, embracing this principle for an organization calls for accepting its limits, assessing its potential areas of growth, and genuinely exploring all options so as to determine which approach is preferable: trying to develop an internal solution, or looking for one or more partners to codevelop or even manage the development—thus building a strategic alliance. This collaboration can manifest ...