Tuesday, January 17, 2012

Even Giants Can Learn To Run
In our previous posting -- http://marketdrivengrowth.blogspot.com/2012/01/even-giant-can-learn-to-run-by-steve.html--I highlighted how IBM turned towards its current course by using a set of simple but very powerful strategic Decision Criteria. I asked our audience to establish a set of “Operating Decision Criteria” for their first strategic issue based on what was in the article:

“Why would someone spend their money with you — so what is unique about you?”

The following three criteria resulted for how IBM would decide where and how to compete:

Does the market opportunity present much opportunity for innovation and therefore can we do unique things and get some premium for that?

Does this opportunity enable us to help our potential customers use our technology to solve their business challenges in marketing, procurement and manufacturing?

In this marketspace, can IBM create a unique market position and use the value of I.B.M.’s integration?

These three “Operating Decision Criteria” could help actualize the strategic thrust. All new opportunities would be filtered through these criteria to meet the strategic thrust of the comanpy.  I suggest reading these criteria and then reread the last post. 

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