pioneered a new strategy that opened up a new value-cost frontier through a step change in the kind and degree of value offered.

The dominant model holds that the focus of attention and investment should be on creating the innovative artifact, whether product, service, business model, and so on. A more effective model sees that the design of the intervention that enables the innovation to be approved and successfully launched is of equal importance as the design of the artif

conceptual and experimental. Conceptual

Most of the time, though, we’re looking for two axes that no one has thought to highlight before. When we find the right combination, we see that one of the four squares in the 2 x 2 grid is wide open, and we can claim it.

The idea brands that I’m going to introduce you to represent the teardown approach; they offer a whole-scale rethinking of the value proposition in their respective categories. What this means is that they owe their existence to no insignificant amount of conceptual inspiration. Someone, somewhere, had to actually sit down and imagine what a radica