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Zusammenfassung von Zone To Win

Name: Zone To Win
Rating: 4.3 (43 reviews)
Author: Geoffrey A. Moore

Geoffrey A. Moore

Organizing to Compete in an Age of Disruption

4.3 (43 Bewertungen)

18 Min.

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What’s in it for me? Discover how the four zones of management can help you battle disruption.

Not so long ago, the idea of a handheld device with the power of a supercomputer seemed the stuff of science fiction. But in 2007, Apple released the iPhone and the market for mobile devices was disrupted in a major fashion. Leaders like Nokia crumbled; others like Samsung soldiered on.

So in an age of constant innovation and market disruption, what’s the secret formula to keep your company ahead of the pack?

These blinks outline a revolutionary system called four zones of management. When you implement this system, you’ll not only successfully weather competitive disruptions but also learn to disrupt your market and dominate your rivals.

In these blinks, you’ll learn

how to keep a product relevant after a market disruption;
when it’s good to focus on innovation (and when it’s not); and
how Microsoft got innovative to stay afloat in the mobile market.

Companies need to innovate to keep growing, yet such a disruption necessarily has a ripple effect.

Any surfer knows that you’ve got to catch a wave at just the right moment. The same holds for companies. To grow, they need to catch the next wave of innovation before a competitor does.

In fact, the best way for a company to grow rapidly is to introduce a new product or service that turns an industry on its head: consider the innovations of online marketing, cloud computing or electric vehicles.

Being an innovative market leader can be extremely profitable, often yielding 20 percent revenue growth over the first five to seven years after a new product or service is introduced.

On the other hand, if you miss the wave, there’s no way to catch it later. You’re best off searching for another swell later on!

Companies that experience continuous growth are experts at catching innovation waves. For instance, Apple caught not one but three waves in the last ten years: digital music, smartphones and tablets. In doing so, the company completely transformed the market for mobile technology.

Disruptive innovations, however, can also throw whole industries off balance, as a disruption in one field can have far-reaching effects in others.

With the release of the iPhone, not only was the market for mobile phones turned upside down but also the commercial airline sector had to adjust to the new reality. Customers suddenly wanted to use their smartphones to book trips, download boarding passes and track flights.

Thus the airlines that could quickly build a strong mobile app had a huge advantage in the market. But this particular disruption didn’t just require a simple infrastructure upgrade. The introduction of smartphones forced airlines to reconsider all their processes, from check-in to lounge services to boarding – requiring substantial investments that didn’t immediately result in additional profits.

So disruptive changes certainly can be difficult for companies to handle. This is why it’s essential to know how to manage disruption when it comes knocking at your company’s door.

Established companies can compete with disruptive start-ups by creating four zones of management.

If you’re dating in your 30s, you probably know it’s not easy to compete with 20-somethings in the “dating market.” Doing so requires fundamental changes to your dating strategy.

In the same vein, while established companies certainly can compete with lean, disruptive start-ups, they first have to restructure their business models.

The performance zone should take a backseat to the incubation zone, except in times of disruption.

As the adage goes, sometimes you have to take a step backward to move forward. Companies eager to grow and succeed need to accept the minor setbacks that may eventually lead to innovative solutions.

In fact, a company’s revenue-generating activities – located in the performance zone – are often put under stress by the firm’s efforts at innovation.

The productivity zone makes sure systems are efficient and programs effective amid a disruption.

Imagine you’re a talented home baker who wants to start a cake business. How do you go from baking one cake per day to baking and selling thousands of cakes per month?

The productivity zone is where these ideas are born. This area focuses on driving efficiency and effectiveness to grow your business for success. Here’s how it works.

The incubation zone helps you select disruptive products and bring them to market.

The first rule of incubation is to ensure a future product meets certain standards that will guarantee a successful market disruption.

First off, your innovative product should represent a new product or business opportunity for your company. Enhancing or building on an existing product isn’t enough to qualify it for incubation.

The transformation zone comes alive during market disruptions, the ultimate test for a CEO.

Military generals need to maintain constant discipline over troops, a control that is put to the test on the battlefield. Your company’s transformation zone is only activated in similarly militant situations, such as when a competitor disrupts your market position with a new product or service.

Your transformation zone is your tool as a leader to deal with a crisis. After all, a market disruption is the true test of a company CEO.

Put your four zones of management into place with forethought and careful planning.

Are you the type of person who sorts documents, makes lists and generally keeps things under control? If so, as a CEO you’ll excel at this next step, in which you put all you’ve learned in these blinks into action.

First, divide your company into four zones. Every organization, initiative and company employee should be assigned to a specific zone and function, according to the rules of each zone.

Technology giant Microsoft uses the four zones of management to combat disruption successfully.

The experience of Microsoft is one poignant example of how a disruption can hobble even a technology giant. The company’s Windows operating system has experienced serious headwinds in the face of competition from mobile technology.

The boom in smartphones has benefited Microsoft’s biggest competitors, Apple and Google, both of which have developed mobile operating systems that together dominate most handheld devices on the market today.

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Worum geht es in Zone To Win?

Zone to Win (2015) is the ultimate guide to organizing your company to compete effectively in an age of disruption. These blinks will show you how to keep up with constant market innovation while creating lucrative disruptions of your own.

Bestes Zitat aus Zone To Win

What industry can possibly be exempt from massive reengineering now that every person is carrying a supercomputer?

—Geoffrey A. Moore

Wer Zone To Win lesen sollte

Established CEOs concerned about the disruptive effects of start-ups
Start-ups looking to take on market leaders
Business leaders seeking high-efficiency management models

Über den Autor

Geoffrey A. Moore holds a doctorate in literature from the University of Washington and works as a consultant for technology companies such as Salesforce and Microsoft. His first book, Crossing the Chasm, sold over one million copies.

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