Drawing a strategy canvas - 1. strategic profile of industry, 2. strategic profile of current/potential competition (which factors to invest in strategically), 3. company's strategic profile (the value curve)
Focus - setting the agenda;
Divergence - look for uniqueness; value curves of innovators' strategies always stand apart; create new factors;
Compelling tag line - strong and authentic; (Southwest Airlines: "The speed of the plane at the price of the car - whenever you need it.")
4 steps of visualizing strategy - visual awakening, visual exploration, visual strategy fair, and visual communication
Value innovation is about offering unprecedented value, not technology or competencies, and not the same as being first to market -- achieved through a combination of eliminating features, creating features, and reducing and raising features to levels unprecedented in their industries. A radically different value curve is difficult for incumbents to imitate, and the volume advantages that come with value innovation make imitation costly. 3 platforms on which value innovation can take place: product, service, and delivery.
Pioneers - value innovations. Migrators - value improvements. Settlers - me-too products.
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