Chris Bradley, director of the McKinsey Global Institute, discusses the transformative forces reshaping the global economy. He introduces the concept of 'wizard' versus 'muggle' industries and explores how new arenas are redefining competitive landscapes. The conversation touches on critical elements for success, like platform establishment and investment dynamics, and highlights the importance of staying agile in markets influenced by rapid technological advancements. Lastly, the evolution of e-commerce reveals stark contrasts between online and offline retail trends.
Emerging 'wizard' industries like electric vehicles and digital advertising dominate profitability and account for a significant market cap growth.
Business leaders must actively engage with these dynamic arenas to remain competitive and capitalize on early entry opportunities.
Deep dives
New Arenas of Competition
Recent research identifies a shift in the global business landscape towards new 'arenas of competition,' which present different rules of engagement compared to traditional industries. These arenas, now encompassing sectors like e-commerce and electric vehicles, represent roughly 10% of all industries but account for 45% of market cap growth. A key distinction is that companies emerging from these arenas are substantially larger, often eight times more, than their predecessors, suggesting a fundamental change in how value is created and retained. This dynamic is characterized by higher growth rates and a unique 'shuffle rate,' indicating a greater fluidity in market leadership among these industries.
Characteristics of 'Wizard' Industries
The research categorizes industries as 'wizard' or 'muggle' based on their economic growth and dynamism. Wizard industries enjoy greater profitability, as nearly all economic profit is concentrated within this category, which is also characterized by a higher intensity of research and development investment. These sectors are often the birthplace of new businesses, with half of the value in these industries held by firms valued over $200 billion. Examples include electric vehicles and digital advertising, which illustrate how a new competitive platform can lead to significant industry transformations.
Implications for Business Leaders
For business leaders, understanding these arenas is critical for remaining competitive in the evolving landscape. Companies must recognize that whether they are directly involved in an arena or merely adjacent to it, the influence of 'wizard' industries stretches across numerous sectors. The report emphasizes the necessity for companies to engage with these dynamism-driven spaces actively, as significant shifts in market leadership often occur in these arenas. This creates opportunities for early entrants to establish themselves before competitive landscapes become saturated, highlighting the importance of proactive strategic planning.
“A bank and a steel company can walk into a bar and not have much to do with each other. But once one of the arena companies walks in, we’re all involved.” That’s McKinsey Global Institute director Chris Bradley. On the latest episode of The McKinsey Podcast, Chris spoke with global editorial director Lucia Rahilly about a new report delving into the next arenas of competition—namely, a set of dynamic, high-growth industries that are fundamentally redefining the global economy and changing the game for businesses across the board.