Tag: Category Creation

“What you can predict is that all of these things are bubbling up, and the organization itself will only identify those things that help the organization make more money in the way it’s structured to make money. And if there’s an idea that is proven at a small level, if it doesn’t fit the way the organization makes its money, it will either languish, or the organization will force it to conform itself to the way it makes money.” 

-Clayton Christensen,
Consulting Disruption, HBR IdeaCast September 2013

 

Clayton Christensen describes Fifty Gazelles reason for being. 

“Category creators experience much faster growth and receive much higher valuations from investors than companies bringing only incremental innovations to market. Examining Fortune’s list of the 100 fastest-growing U.S. companies from 2009 to 2011, the Cambridge Group found that the 13 companies that were instrumental in creating their categories accounted for 53% of incremental revenue growth and 74% of incremental market capitalization growth over those three years.”

-Eddie Yoon and Linda Deeken, Why It Pays to Be a Category Creator,
HBR March 2013

ONE CEO PUT IT THIS WAY:

“I’d love to work on category creation, but who would I give the assignment to? My existing team is running the regular business, and my innovation team is focused on finding new products in our current categories.”

    -Eddie Yoon and Linda Deeken, Why It Pays to Be a Category Creator,
HBR March 2013