Two unbelievable stories that prove breakthrough strategy is possible

Breakthrough generally means development or discovery that is sudden, dramatic, significant, game changing and epoch making. When applied with strategy this brings snowballing effect in product, company and the market place too. Here are basic principles of breakthrough strategy with two unbelievable stories to prove it is indeed possible:

Market competition boils down to few dominant players who use in-box solution turning out run-of-mill product, perhaps making tweaks here and there. Such value proposition, at best, can give the company incremental income but not massive profit. To get breakthrough all three elements product, company and market must be configured dramatically.

Breakthrough strategy takes place in unexpected manner and in time and place of the company’s choosing. It comes as a sudden flash in the mind of an individual or team who bent upon making innovation using technology & resources in creative manner brings out an out-of-box solution product or service that rocks the market.

Howard Schultz was an individual employed by the Starbucks Company. He suggested to the board to shift from normal style of coffee to Espresso style of coffee to be served to customers. The board rejected his proposal and after sometime the company was put on sale. Schultz bought it and started to implement his brilliant idea making Starbucks the largest coffee chain globally with presence in more than 77 counties and operating more than 30,000 stores. The product became star class and the company too.

Apple is a major computer and IT company. The apple team was tasked to come out with an innovative product that could revolutionize communication technology. The team adapted their proprietary iOS system used in apple laptop and came out with a smart phone. Apple iPhone eventually became the most innovative product. Not only that, it created a market that did not exist before until Apple iPhone hit the market. More than 230 million iPhone smart phones are bought by millions of customers in more than 70 countries.

     

 

Cheers!

 

Muthu Ashraff Rajulu

Business Strategist

Mobile: + 94 777 265677

E-mail:   cosmicgems@gmail.com

Blog:   Business Strategist