Workshop for Imperial
This workshop draws on some of the stories in Winners and Losers to distil the most important lessons:
• What makes new markets fundamentally different from mature ones
• How they are created – and how mature markets are disrupted
• The critical success factors for all market creators
We will concentrate on the stories of Apple, Amazon and Webvan. You will get the most out of the workshop if you read the extracts from Winners and Losers beforehand. If you are pushed for time, I suggest you concentrate on these four:
If you have a little more time, read at least some of this rather long one:
We’ll mainly be talking about the Apple story since 1997, so you might like to start at the sub-heading Renaissance, three-quarters of the way through. This was written in 2008, but my last blog entry was a comparison of Apple and Google today.
If you’re keen to read more, there are further short extracts from the book at:
http://www.kieranlevis.com/book/
One of the things I’d like us to debate is the extent to which the success factors I’ve identified are universal – I’m happy to be challenged on this. We could have an interesting discussion if some of you could think about a significant market creator/business innovator not mentioned in the book and the extent to which it has or had all of the attributes I have suggested.
If you want to read more around the subject, I recommend the following:
Capitalism, Socialism and Democracy, Joseph Schumpeter, Harper 1942
Creative Destruction, Richard Foster, Sarah Kaplan, Doubleday, 2001
Googled, Ken Auletta, Virgin, 2010
Information Rules, Hal Varian, Carl Shapiro, HBSP, 1999
The Innovator’s Dilemma , Clayton Christensen, HBSP, 1997
Insanely Great, Steven Levy, Penguin, 1994
The Perfect Thing, Steven Levy, Ebury, 2006
Winners and Losers, Creators and Casualties of the Age of the Internet, Kieran Levis, Atlantic, 2009
