Managers running the Box 1 performance engine develop strong ideas about their customers, value proposition, and value-chain delivery mechanisms—and these ideas get embedded in systems, structures, and cultures. Such deep-rooted memory may be great for preservation (a feature of Box 1), but if it is not tamed sufficiently (an aspect of Box 2), it gets in the way of creation (Box 3). That’s why Box 3 needs to forget the dominant logic of Box 1.

Setting Up Your Team

To overcome the forget challenge, you’ll set up a dedicated team that is solely responsible for scaling your Box 3 initiatives. You’ll also often leverage some capabilities from Box 1.

The Dedicated Team

Since Box 3 requires new competencies, the team dedicated to Box 3 should ...

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