Issue 166 - 04 | Breakthrough Technologies Don’t Create Transformative Growth. Breakthrough Business Models Do.

By Mark W. Johnson
Published July 11, 2018 12:00 p.m.
“Adding digital capability to a product or to an entire business may improve it and make it more profitable, but technology alone is not enough to propel the kind of sustained growth that can transform your whole enterprise. The business model that goes with that technology is absolutely key to its success or failure.

This was true when Amazon sold its first book online in 1995, when Netflix shipped its first DVD in 1998, and when Apple launched its revolutionary iPod in 2001. It was true in 2011, when Uber dispatched its first car, and it is even more true today.

But it is still not widely understood.”

About Mark W. Johnson | Mark W. Johnson cofounded the strategy and innovation management consultancy Innosight with Clayton M. Christensen in 2000 (it was acquired by the Huron Consulting Group in 2017). A coauthor of Dual Transformation: How to Reposition Today’s Business While Creating the Future (2017), he has written and cowritten numerous articles, including the McKinsey Award–winning “Reinventing Your Business Model” in Harvard Business Review. Mark, his wife, Jane Clayson Johnson, and their children live in Belmont, Massachusetts.

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