quarta-feira, março 22, 2017

"small slice of a huge market vs large slice of a small one"

Há dias reli Roger Martin em "The Big Lie of Strategic Planning" e voltei a apreciar este trecho:
"Companies in many industries prefer a small slice of a huge market to a large slice of a small one. The thinking is, of course, that the former promises unlimited growth potential. And there’s a certain amount of truth to that. But all too often, the size of the opportunity encourages sloppy strategy making. Why choose where to play or how to win when there’s a huge market to conquer? Anybody is a potential customer, so just go out and sell stuff.
But when anyone could be a customer, it is impossible to figure out whom to target and what those people actually want. The results tend to be an offering that is not captivating to anybody and a sales force that doesn’t know where to spend its time. This is when crisp strategy making and clear thinking about opportunities are most important."
Foi dele que me lembrei ao ler "Google Glass Didn't Disappear. You Can Find It On The Factory Floor":
"Google Glass fizzled out and was discontinued in the consumer market.
But now, it's getting a second life in the manufacturing industry.
Google Glass tells her what to do should she forget, for example, which part goes where. "I don't have to leave my area to go look at the computer every time I need to look up something," she says.
With Google Glass, she scans the serial number on the part she's working on. This brings up manuals, photos or videos she may need. She can tap the side of headset or say "OK Glass" and use voice commands to leave notes for the next shift worker."
E recordo que a locomotiva a vapor não surgiu para transportar pessoas, a sua primeira aplicação foi nas minas para substituir os cavalos no transporte de minério.

Nichos específicos permitem uma abordagem mais específica.

máquina a vapor minério

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