“Get ready for an age in which we are all in tech,” he had told them, “whether you work in the tech industry or not.”E sorri. Sorri, porque foi o que pensei ao iniciar a leitura de “Zone to Win - Organizing to Compete in an Age of Disruption” de Geoffrey A. Moore, um velho conhecido deste blogue (o primeiro livro que comprei dele foi em 2007). Por exemplo, ontem durante a caminhada matinal ao olhar para a figura:
- Performance zone - “This is the engine room for operating established franchises on proven business models. The focus is on material revenue performance derived from established businesses that are sustaining to the status quo. It is home to the organizations that make the offers you sell and sell the offers you make. ... The importance of maintaining the viability of the performance zone can hardly be overstated. It is the source of more than 90 percent of the enterprise’s revenues and well north of 100 percent of its profits.” [Moi ici: Fundamental continuar a vender, produzir, entregar, facturar, receber e cumprir os compromissos]
- Productivity zone - “The focus is on applying sustaining innovation to productivity-enabling initiatives targeted primarily at the performance zone with the bulk of the ROI expected to fall into Horizon 1. These initiatives are delivered via programs and systems for ensuring regulatory compliance, efficient operations, and effective competitive performance. The normal challenge for the productivity zone is to manage the tensions among its three core deliverables—compliance, efficiency, and effectiveness—without subordinating any one of them to the other two.” [Moi ici: A facturação está a baixar, o próximo ciclo de crescimento ainda não está assegurado, é preciso aumentar a produtividade. Pode passar por reduzir gama de produtos, pode passar por encolher, pode passar por deixar de recorrer a subcontratação, ou passar a recorrer a subcontratação]
- Incubation zone - “the incubation zone plays enabling host to fast-growing offers in emerging categories and markets that are not yet producing a material amount of revenue. Its charter is a simple one: Position the enterprise to catch the next wave.” [Moi ici: Qualquer empresa deve ter um "recreio" onde se fazem experiências. Por exemplo, ontem mandaram-me um pdf com este gráfico]
- Transformation zone - “the place in an established enterprise where a disruptive business model goes to be scaled to material size. It is primarily a tool for offense, the goal being to scale rapidly to a stable, material, net new line of business, one that constitutes 10 percent or more of the enterprise’s current revenues, on a growth trajectory that promises both increased size and superior profitability.” [Moi ici: Aqui, o risco principal é ter o novo modelo de negócio gerido por quem tem o mindset formatado no nível anterior do jogo. Por exemplo, ter medo de afectar a eficiência, quando o novo modelo pede rapidez acioma de tudo]
Quantos projectos é que a sua empresa tem na Incubation zone? Tem algum projecto na Transformation zone? O que está a fazer para limpar na Productivity zone?
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