"Don't define your market based on a product"

Via @pauloperes cheguei a esta apresentação de Kaj Storbacka, "Driving Growth by Transforming from Product Sales to Integrated Solutions".
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Uma primeira reflexão:

"It's a really bad starting point to define yourself around product and, specifically to define your market around products
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Today, most companies tend to define themselves around products or, they say, their in a specific industry
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What's the problem with that?
If you define yourself around a product you're pushing yourself against a commodity corner and probably, at the end of the day, the only competitive dimension will be price.
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And if you define yourself around the product, most of the time a key metric will be market share. And there's a lot of evidence that show that product market share in not a very good metric.

Where does growth comes for?"
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"Where to compete" é responsável por dois terços do crescimento enquanto que "How to compete" responde pelo terço restante. Assim é fundamental a definição do mercado.
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Cada vez mais, as empresas avançam por aqui: