L'Envers du business, par Harvard Business Review Pour être bon, vous devez accepter d'être mauvais
May 28, 2025
Frédéric Fréry, a strategy expert and professor at ESCP Business School, delves into the inherent myths of management and innovation. He shares why trying to excel at everything can dilute effectiveness and lead to failure. Companies often misallocate resources, investing in features that customers don’t value. Fréry emphasizes the importance of differentiation based on customer expectations rather than competing solely on price. Using real-world examples, he reveals how understanding true customer value can guide better strategic decisions.
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Focus Enables Real Excellence
- Trying to be excellent at everything disperses resources and makes excellence impossible.
- Accepting weakness in some areas lets you concentrate resources where you can outperform others.
Differentiate On What Customers Value
- Differentiate on value elements that customers actually pay for rather than on price alone.
- Avoid competing only on price because it destroys margins and long-term profitability.
The Delivery Race That Created No Value
- Office-supply retailers all invested in next-day delivery but this added no real value because customers kept small local stocks.
- The costly logistics change delivered little differentiation since every competitor adopted it.
