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Unleashing the Killer App: Digital Strategies for Market Dominance
by:Larry Downes, Chunka Mui
When digital technologies, products, and services converge in radical, creative new ways, a killer app can emerge--transforming industries, redefining markets, and annihilating the competition. Tempted by the promise of such profound power, companies ranging from the largest multinationals to individual entrepreneurs are remaking themselves into...
When digital technologies, products, and services converge in radical, creative new ways, a killer app can emerge--transforming industries, redefining markets, and annihilating the competition. Tempted by the promise of such profound power, companies ranging from the largest multinationals to individual entrepreneurs are remaking themselves into organizations that nurture, rather than merely respond to, killer apps. How do they do it? Strategists Larry Downes and Chunka Mui argue that managers must abandon many of their most cherished planning and control processes. Control and consistency are replaced with chaos and creativity, and old strategies are replaced with digital strategies. Unleashing the Killer App demonstrates how managers are rewriting the rules of business to face this digital ultimatum, upending management science as we know it. This is not your father's business book. The authors create an innovative framework for applying the timeless theories of Gordon Moore, Robert Metcalfe, and Nobel prize winner Ronald Coase to accelerate and multiply transactions--while reducing transaction costs--in cyberspace. Drawing on their experience and research with leading global businesses, Downes and Mui identify the twelve fundamental design principles for building killer apps. Classic illustrations from history, along with stories from today's most interesting start-ups, underscore the lessons in memorable ways. By revealing the numerous examples of winning and losing strategies that are already in place, Unleashing the Killer App provides even technology-phobic executives with the tools they need to lead their enterprises into the digital future. To unleash killer apps is impossible without the absolute commitment of everyone in the organization, from the development lab to the board room. Customers, suppliers--even competitors--must be part of the process. Digital strategy is more than a vision statement. It is an attitude that thoroughly permeates winning businesses. Done right, it becomes the operating model for the business itself. Unleashing the Killer App provides the tools, the techniques, and the proof that's needed to incubate, develop--and release--the killer app that lies within your organization.
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