Getting More Customers in Less Time and at Lower Cost: A Case Study on Google's DNA

#VisionaryD. Dr. Rod King. [email protected] & h9p://businessmodels.ning.com & h9p://twi9er.com/RodKuhnKing

Game-‐changing (Winning) PRODUCT

Game-‐changing (Winning) STRATEGY

Game-‐changing (Winning) VISION

Business DNA Pyramid (Visionary Level: Outcomes)

“GAME-‐CHANGING” ORGANIZATION

D

N

A

Business DNA Pyramid for Google (Search) “Don’t Just Improve. Change the Game.”

DMCI Loop: Document. Model. Collaborate. Improve.

CUSTOMER

D

N

A

PRODUCT

STRATEGY

VISION

Google’s Business DNA Pyramid

Red Ocean DisrupXon (ROD) Strategy: Disrupt Yahoo; Overture; Ask; Alta Vista

Mission: “To organize the world's informaJon and make it universally accessible and useful.”

CUSTOMER: Someone who searches for informaJon BUT …

Exam

ple

Google Search Engine (Instantly access and deliver

relevant informaJon on the web)

GOOGLE q  ConvenAon (“Red Ocean”) ü  DisrupAon (“Blue Ocean”)







D

N

A

Business DNA Pyramid for Apple’s iPod “Don’t Just Improve. Change the Game.”


CUSTOMER

D

N

A

PRODUCT

STRATEGY

VISION

Apple’s Business DNA Pyramid

Classic iPod (Ultra-‐thin Digital Music Player with a

Thousand Songs in Your Pocket)

Red Ocean DisrupXon (ROD) Strategy: Disrupt Sony Walkman; CD-‐Player; Jukebox;

MP3-‐CD Player; Flashdrive; Hard-‐drive

Mission: “To put a dent in the universe”

Vision: “To create insanely great customer experience”

CUSTOMER: Someone who listens to music BUT …

Exam

ple

APPLE q  ConvenAon (“Red Ocean”) ü  DisrupAon (“Blue Ocean”)







D

N

A

Business DNA Pyramid for VisionaryD.com “Don’t Just Improve. Change the Game.”


CUSTOMER

D

N

A

PRODUCT

STRATEGY

VISION

VisionaryD’s Business DNA Pyramid

Business DNA Search Engine (Instantly access the DNA of

customers, businesses, and non-‐profits)

Red Ocean DisrupXon (ROD) Strategy: Disrupt Google, Wikipedia, Slideshare, and

LinkedIn

Global Community TransformaXon: “Awesome Customer Experience (ACE) for

Every Community on the Planet”

CUSTOMER: Someone who wants to get more customers BUT …

Exam

ple

VisionaryD q  ConvenAon (“Red Ocean”) ü  DisrupAon (“Blue Ocean”)







D

N

A

Business DNA Pyramid for Game-‐changers “Don’t Just Improve. Change the Game.”


CUSTOMER

D

N

A

PRODUCT

STRATEGY

VISION

Worksheet for Business DNA Pyramid

[OrganizaXon] q  ConvenAon (“Red Ocean”) q  DisrupAon (“Blue Ocean”)

CUSTOMER (Problem): ………………………..……. ……………………………………………………………………






D

N

A

Business DNA Pyramid for Brand DisrupXon “Don’t Just Improve. Change the Game.”


CUSTOMER

D

N

A

PRODUCT

STRATEGY

VISION

Red Ocean DisrupXon (ROD) Strategy: Disrupt ConvenJon/ConvenJonal Brand(s):

(ERIC: Eliminate/Reduce/Increase/Create)

Source: Based on Dru, J.-‐M. (1997) DisrupJon. John Wiley & Sons, Inc.: New York. #VisionaryD. Dr. Rod King. [email protected] & h9p://businessmodels.ning.com & h9p://twi9er.com/RodKuhnKing

CUSTOMER (Problem): ………………………..……. ……………………………………………………………………

Worksheet for Business DNA Pyramid

[OrganizaXon] q  ConvenAon (“Red Ocean”) q  DisrupAon (“Blue Ocean”)

(Value InnovaXon/IFR: Ideal Final Result)

Getting More Customers in Less Time and at Lower Cost: A Case Study on Google's DNA

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