際際滷

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The Middle
 Environmental forces shape the pressures that come to bear
on an industry
 Players originally migrate to the middle in pursuit of a
superior value proposition and an eventual ambition to move
to the top of the value chain.
But the middle becomes over-crowded as it is the
most attractive space in the short term. With the
lowest entry barriers.
Muder Chiba
Outcomes and Causal factors
intertwine to create the vortex
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The Players Dilemma
Market Players contribute to the collapse by :
 Staying too long in the middle
 Outsourcing away the craft skills
 Pipe-dreaming the High Value-end
 Chasing short-term profit humps
 Commoditizing their brands
 Mis-reading value migration pathways
Muder Chiba
Playing the Current whilst creating a
Playbook for the Future
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Essential Question for MR Players
Where is your Value Arbitrage ?
Muder Chiba
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Muder Chiba
Wisdom
Efficiency
Where is your Value Arbitrage ?
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Muder Chiba
Creative Thinking
Critical Thinking
Where is your Value Arbitrage ?
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Muder Chiba
Value
Volume
Where is your Value Arbitrage ?
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Muder Chiba
Design
Engineering
Where is your Value Arbitrage ?
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Muder Chiba
Multiplicative Thinking
Additive Thinking
Where is your Value Arbitrage ?
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Muder Chiba
Craft
Assembly
Where is your Value Arbitrage ?
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Muder Chiba
 For new corporate giantssuch as
Google and Facebooka concern with
steering value their way seems to have
underpinned their strategies. These firms
do not compete in a sector; they
work on a sector, they shape their sector.
They do not offer a value proposition; they
push value to their part of the ecosystem.
https://hbr.org/2013/07/how-to-drive-value-your-way
Shape the Future
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Muder Chiba
Shape the Future
I skate to where the puck is
going to be, not where it has
been.
- Wayne Gretzky
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Action
1.Map your Value
2.Visualise Future
Value flows
3.Arbitrage specific
Positions
Muder Chiba
Where is your Value Arbitrage ?
Shape the Future
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muder.chiba@gmail.com
http://www.slideshare.net/MuderChiba/market-
research-is-dying
http://www.slideshare.net/MuderChiba/7-
timeless-marketing-research-blunder
s
http://www.slideshare.net/MuderChiba/marketin
g-research-the-yin-and-the-yang
http://www.slideshare.net/MuderChiba/the-
battle-for-your-decision-deterministic-vs-
probabilistic
http://www.slideshare.net/MuderChiba/the-
essential-business-of-big-mr
Shape the Future

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The Collapse of the Middle