LEGO and Apple Computer

Masters of the Third Way

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In chapter 1, we saw how three different companies in three different industries found and pursued an approach to innovation. Using the Third Way, they turned around a faltering brand, displaced an entrenched market leader, and launched a successful startup. In every case, they succeeded despite major competitive disadvantages in their core product.

None of these three firms—Gatorade, Novo Nordisk, and CarMax—was following a playbook. Each was simply doing something it considered smart. Yet they all found their way to the same approach. They succeeded by surrounding a core product with small ...

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