CATEGORY-SHAPING DECISIONS
CATEGORY-SHAPING DECISIONS
Embedded Files
Sometimes the question is not how to compete better.
Sometimes the question is not how to compete better.
THE QUESTION IS WHETHER THE ORGANISATION IS COMPETING IN THE RIGHT GAME.
DSN:CGS™ examines whether a brand, product, service, company, platform or enterprise initiative may be capable of changing the game around a category.
It asks whether the organisation can credibly own a game that changes what customers value, how demand is organised, or where competitors competes.
SEE THE GAME BEFORE PLAYING IT
Before trying to win the category, understand the game the category rewards.
Before trying to win the category, understand the game the category rewards.
DSN:Category Game-Shaper examines whether an organization is imitating the category, optimising the prevailing game, building a defensible sub-game, or showing credible evidence of a different battlefield.
WHAT DSN:CGS EXAMINES
The parameters help determine the current strategic posture of the brand’s product or service and reveal its most credible category entry point.
The parameters help determine the current strategic posture of the brand’s product or service and reveal its most credible category entry point.
The eight parameters are DSN’s synthesis.
They are not taken from one academic framework.
They draw from several bodies of strategy, innovation, organisation, legitimacy and evidence research.
WHEN TO BRING DSN IN
Before category ambition becomes committed movement.
Before category ambition becomes committed movement.
Market entry. Portfolio change. Transformation. New propositions. Capital decisions. Category commoditisation. Major communications + media investment. Or any moment where leadership suspects the inherited game may no longer produce an acceptable future.
Are you funding a move that changes the game or competing harder inside a game designed around someone else's strengths?
Page updated
Google Sites
Report abuse