The Business Model Navigator, 2nd Edition



Chapter 3

Aikido

Convert competitors’ strengths to weaknesses

The pattern

Aikido is a Japanese martial art performed by blending with the motion of the attacker and redirecting the force of the attack. This requires very little physical strength as the attacker’s momentum is used against himself. In terms of business models, Aikido refers to products or services that are radically different from the industry standard (WHAT?). In company terms, this means that it seeks to occupy a position that is diametrically opposed to that of its competitors, obviating the need for direct confrontation with them (VALUE?). The ...