Comments on: Business http://nakedinnovation.com/ni_chapter/business?utm_source=rss&utm_medium=rss&utm_campaign=business This book is about innovation—how to create value for people through new or improved services and products. Mon, 31 Mar 2014 20:48:00 +0000 hourly 1 http://wordpress.org/?v=3.6.1 By: joegray http://nakedinnovation.com/ni_chapter/business#comment-68 joegray Fri, 20 Dec 2013 18:43:00 +0000 http://ni.dansweetdesign.com/?post_type=ni_chapter&p=97#comment-68 Porter’s five forces and Scenario Planning both certainly deserve the attention they receive here. Yet I feel that the order in which you introduce these approaches may work better if reversed. In my experience, starting with scenario planning aids greatly in the identification of opportunity areas and the distinctive value you should potentially deliver (as in your Shell example). Once you’ve identified opportunities, Porter’s Five Forces is an extremely valuable tool for understanding just how “distinctive” and competitively sustainable the value you plan to deliver will be in the marketplace.

It may also help to play out a full example of Porter’s Five Forces in order to demonstrate how a given brand avoided (or could have avoided) being blindsided by a potential entrant or substitute. The fact that Porter’s Five Forces urges teams to look at the competitive environment more broadly and consider longer-term threats is one reason it’s such a powerful, enduring tool (and why it beats tools like SWOT which tend to be more narrowly focused on the present).

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