Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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Don't add when you can divide INSTEAD OF ADDING PROJECTS to your list, consider how you could divide opportunity by creating r&d partnerships with suppliers, customers, and even competitors. The concept of collaborative r&d is common, even in the highly competi- tive pharmaceutical and technology industries. In the late 1980s, Dell was faced with the challenge of creating a graph- ics card for its computers. IBM, Compaq, and a handful of start-ups were spending millions on their own designs. Dell realized that creating their own chip would cost a lot of money and it would only bring them to a level playing field with their competition. It would not create disproportionate value. Accordingly, Dell chose not to build its own card. The company would ei- ther partner with a competitor or purchase graphics cards from whom- ever ended up making the best product. The strategy paid off. Years later, specialized companies like Nvidia and ATI took control of the market for graphics cards. IBM and Compaq were forced out of the market, making their investments inconsequential. Think differently about how you achieve your innovation goals. 225

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