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4min chapter
Mark W. Johnson - Reinventing Your Business Model
The Innovation Show
The Three-Step Roadmap
Mark Whitaker: New business models often look unattractive to the incumbent at the outset. In order to see past those borders, as you put it back, then you introduced this three-step roadmap. You know, one, understand the job to be done and have that real external focus; two, design what is not only the product or service, but how you actually distribute and price to that customer? And then three, know that you're never a priori going to get that system, that business model system approach right first time.
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