![]() ![]() It dooms firms to compete for market share in a zero-sum game, but ignores the real competition. It makes strategy reactive and defeatist because markets are allegedly "given" – fixed and unfathomable – yet somehow also as simple as supply and demand graphs. The poor view impoverishes strategy from every angle. ![]() And adding in a sliver of demand (the customer) for a specific product, plus maybe a place, still misses the big picture. The fact is, markets are not simply industries! Industries alone are useless – supply with no demand.We've inherited both simplistic and mystical views of markets, riddled with contradictions and kept alive by self-reinforcing definitions behind our data. Poor views of markets have made for poor strategy. The strategies in the traditional playbook are built on sand. ![]()
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