KNOWLEDGE of the genetic code is knowledge of the fundamental rules that guide human behavior. Geneticists now seek a new code for an organism immune from disease, even resistant to the aging process itself.

Similarly, management researchers seek an organizational code—a set of rules that can reduce dysfunctions, sustain growth, and lengthen the average corporate life span beyond that of a human being. The code will have to enable strategic innovation: a process of exploring experimental strategies.1

Strategic innovation involves testing new, unproven, and significantly different answers to at least one of the three fundamental questions of strategy: who is your customer? What is the value you offer to the customer? How do you ...

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