We define an “edge” as the outer rim that frames what you do and separates it, quite conveniently, from what you don

Every download is effectively an optional improvement to the original device purchase.

The idea with enterprise edges is to exploit foundational assets in ways that were not foreseen when they were developed to support the core business.

To find an edge opportunity, we propose starting with a different set of questions: What do our different types of customers want (or need)? What could or should our solution include? Which of our assets would others value and why?

This framework is competencies-based (inward out) rather than needs-based (outward in), and much more naturally centers on the customer—the absolute key to any profit-expansion effort.

Part of the reason edges can be simultaneously higher return and lower risk is that the risk is paid for elsewhere.

Even the target customers you focus on are not always fully satisfied with what they are buying. This could be because their needs have evolved since the product was originally designed. Alternatively, there could be shortcomings in the design itself, which is compounded when we factor in customer mix. We

actually make existing customers’ interaction with the business more complete.

Does a customer buy a flat-screen TV because he wants to own an electronic device? Or rather because he wants to sit on his couch and consume entertainment? Is the mission of a trip to the grocery store the acquisition of items for the pantry? Or might the underlying mission be a hot meal for the family?