Excerpt from Transformative

I believe you can increase those odds of success in achieving transformative outcomes by selecting the right approach. Fortunately, the transformative organizations researched in this book point the way with a common pattern that redefines value creation for their customers, opens and expands markets, and provides clear and lasting advantages for their organization. To that end, this book will focus on bringing to light four fundamental principles of transformative success and the deliberate, transformative actions companies can use to create an innovation strategy of their own. These principles include the following:

• Principle 1: Game-changing innovation is founded on building different and better customer outcomes. Fundamental to transformative success is a focus on developing solutions that deliver a new and unique customer outcome. These category-creating solutions change the very reason why the customer buys and starts a new competitive dynamic.
• Principle 2: Structural innovation improves outcome innovation and delivers distinct strategic advantages. Companies create transformative advantage when they innovate the required company capabilities and industry structure needed to deliver the targeted customer outcome. Changing industry structure creates asymmetries, leveraging traditional incumbent strengths into disadvantages and changes the competitive dynamics of the market.
• Principle 3: It is easiest to enter and lead markets that are shifting and expanding. Transformative organizations recognize that the best markets to enter are the ones they actively expand and change. They know how to take advantage of scale accelerators that promote a new-customer-first approach and aid market entry and transformation.​
• Principle 4: The right organizational culture sustains ongoing innovation and adaptation. Lasting transformative advantage comes from creating an organizational culture that feeds its innovation strategy and cultivating a challenge-setting organization.

Explore this and other topics in the upcoming book Transformative.