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The Phoenix Principle: Creatin g Superior Results Every Time. Adam Hartung.  2012 Adam Hartung . Which of these companies do you think is most likely to double revenue in the next 5-10 years?. 2. 3. 4. 1. Boeing NBC/Universal Caterpillar Apple.  2012 Adam Hartung .

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The phoenix principle creatin g superior results every time

The Phoenix Principle:

Creating Superior Results

Every Time

Adam Hartung

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Which of these companies do you think is most likely to double revenue in the next 5-10 years?

2

3

4

1

Boeing

NBC/Universal

Caterpillar

Apple

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Which of these companies do you think is most double revenue in the next 5-10 years?likely to fail in 5-10 years?

2

3

4

1

AT&T

Microsoft

3M

Facebook

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Apple has demonstrated that double revenue in the next 5-10 years?focusing on unmet needs is very successful

2012 Adam Hartung

 2009 Adam Hartung


The phoenix principle creatin g superior results every time

More successful than focusing on defending & extending the old business

Source: The Bloor Group

 2009 Adam Hartung

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Growth old businessincreases value

 2009 Adam Hartung

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Doing more of what you know often does not pay off old business

2012 Adam Hartung


The phoenix principle creatin g superior results every time

And defending your core old businesscan be problematic, even in growth markets

2012 Adam Hartung

 2009 Adam Hartung


The phoenix principle creatin g superior results every time

Our 14 year study old businesson business success surprised us

Core

Focus

Leadership

Overcoming Lock-in

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Long ago… old business

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Kodak sustained growth with many new products designed to defend & extend amateur film sales

 2009 Adam Hartung

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Meanwhile, in the lab, disruptive defend & extend innovation was developed

2012 Adam Hartung


The phoenix principle creatin g superior results every time

But Kodak missed the market shift entirely defend & extend

THIS

VS THIS

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Leaders defend & extend are put at risk by market shifts

with superior returns going to adapters

VS

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Revenue growth is all that matters defend & extend

The Phoenix Principle

Be future-oriented

Obsess about competitors

Disrupt yourself

Create and maintain white space

2012 Adam Hartung


The phoenix principle creatin g superior results every time

15% of current market leaders defend & extend turn over every 3-5 years.

Environmental change means opportunity

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Step 1 - defend & extend Investfor future value, not historical skills

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Step 2 defend & extend – Invest in attacking traditional lock ins

Industry

Lock-in:

Customers care about the quality of analog music

Industry

Lock-in:

Customers want laptops for portability

2012 Adam Hartung


The phoenix principle creatin g superior results every time

And…start on the fringe – not in a gladiator battle defend & extend

VS.

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Step 3 – Be Disruptive. What can be done differently defend & extend to fulfill trends

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Step 4 – defend & extend Keep your managementin white space

2012 Adam Hartung


The phoenix principle creatin g superior results every time

The Phoenix Principle for superior rates of return defend & extend

Investfor the future,

notfrom the past

Focus on competitors,

not customers

Be disruptive,

not sustaining

Manage inWhite Space to innovate

2012 Adam Hartung


The phoenix principle creatin g superior results every time

Contact Information defend & extend

Keynote Speaker

Growth Workshops

847.726.8465

www.adamhartung.com

adam@sparkpartners.com

2012 Adam Hartung