There are at least a dozen major design variables in a business. How you go to market, which competencies you use, how you put together your value web, what is your core mission, where do you look for differentiation, and so on. And most people Don’t see those as design variables after a while. They just start accepting them for what they are. …I’m trying to get people to think about the entire business concept as being malleable and open to redesign.
I believe that business concepts can be changed all at once in a big way and I believe they can be changed more slowly over time. But I think the challenge for organizations is to recognize that all of those design variables need to be open to question all the time. Because if they’re not, someone else is going to come along and take some dimension of that that you never regarded as important, and they’re going to use it in a very interesting way.