Discovery-Driven Growth: A Breakthrough Process to Reduce Risk and Seize Opportunity by Rita Gunther McGrath & Ian C. Macmillan

Author:Rita Gunther McGrath & Ian C. Macmillan
Language: eng
Format: mobi
ISBN: 9781591396857
Publisher: Harvard Business Review Press
Published: 2009-03-15T14:00:00+00:00

ACTION STEPS

1. Make sure you are clear on the corporate-level frame for a specific project, including necessary profits, revenue, and return on asset or investment specifications.

2. Now, start working on selecting a unit of business. Consider the needs that potential target customers are addressing by buying from you—try for a reasonably long list of possible needs. How are customers meeting those needs today? What are the drawbacks to the way the needs are addressed at the moment? Question why the drawbacks exist—perhaps changes in technology, environment, or regulation have created the opportunity to serve customers in a different way without the negatives of the existing solutions.

3. Brainstorm—what are alternative ways (try to identify at least three) that you might charge a customer for something you can do? Some of the most common are these:

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