Designing for Growth by Jeanne Liedtka
Author:Jeanne Liedtka
Language: eng
Format: epub
Tags: Business and Economics/General
Publisher: Columbia University Press
Published: 2011-09-11T16:00:00+00:00
CONTRA-LOGIC AND THE FINE DINING INDUSTRY
One of our favorite ways to trigger new insights is to invite brainstorm participants to act as contrarians. But instead of asking them to contradict everything, we focus their attention on the underlying elements that make the current business work. We call these the “dominant logic” of the business. For example, imagine you are a recent graduate of the Culinary Institute of America and you’re looking for an innovative way to provide high-end gastronomical experiences. We could define the dominant logic of the fine dining market like this, according to the flow of goods, information, and money:
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