This book has a special highlight for “Why the most original minds in business win”. It means that if companies willing to “think outside the box” they already have a key to approach success. 4 mains areas were focused in this book, “Rethinking Competition”, “Reinventing Innovation”, “Reconnecting with Customer” and “Redesigning Work”. All four areas are talk about innovation and managing change.
“Rethinking Competition”
Business comes and goes how the Mavericks stand out from its competitor. “If you do things the way everybody else does them, why do you think you’re going to do any better?”(Mavericks p51) HBO was a great example for strategy as advocacy. HBO have a distinctive and disruptive sense of purpose that sets them apart from their competitor –Originality. “Sex and the City”, “The Soprano” and “Six Feet Under”, all those famous TV series were produced by HBO; all those series have something relevant to human experience. That something really made audiences draw attention of it, we called it - Sympathy. This value differentiates HBO amount from the other pay cable. You need to have a sense that can persuade a customer to recognize your product, your brand. HBO have developed their own vocabulary “it’s not TV. It’s
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Similar to Starbuck they have given customer a personal touch and local feel. They provided off-the-menu items unlike other competitors; they are always thinking what they can do more to their customer. Potbelly maintained this underground culture, which created a sense of inside scooping, building a bond with customer. Potbelly Sandwich Works can stand out from the crowed, because they know what their customer need. By focus on the detail which made their customer feel special, sells senses of identity. Their product development was gained from the customer experience. This becomes one of the controlling process's feedback