柯达王朝覆灭的迷思

    这种战略形成的新方式可以帮助人们抢在新一代的大热门成型或者大量竞争对手出现之前就发现它们。但是，这种战略仍然无法解决困扰大多数公司创新选择的文化与财务问题：要使高管开发有新闻价值的新型热门平台，必须为高管提供激励，而不只是花钱请他们来沿用老一套的方法来创造价值。

    这股最新的战略潮流会产生影响吗？事实上，它的作用已经显现。它会成为长期流行的思维方式吗？谁知道呢？我自己肯定不清楚。这就是潮流的弊病。新鲜事物通常只是昙花一现。但是，对于那些渴望加快创新进度、抢占先机的人来说，这种思维方式非常可靠。至少，这一点永远不会过时。

    拉里•基利是摩立特集团（Monitor Group）旗下德布林公司（Doblin Inc.）联合创始人和合伙人，是创新实践的思想领袖。三十年来，他始终致力于开创有效的创新方法。

    译者：乔树静/阿龙

    This new way of shaping strategy can show you the next big thing, long before it has a name and a whole host of competitors. But that insight still doesn't solve the vexing cultural and accounting problems that plague most firms innovation choices: senior executives have to be incentivized to create hot new platforms that are newsworthy, not just get paid for driving growth in the familiar ways that drove value yesterday.

    Will this latest strategic fashion make a difference? It already does. Will it be a fashionable way to think for long? Who knows? Surely, I don't. That's the trouble with fashion. Something new is usually just moments away. But for now this is a solid way of thinking for those looking for the future to show up a little ahead of its regularly scheduled arrival. That, at least, will never go out of style.

    Larry Keeley is co-founder of Doblin Inc, a part of Monitor Group, where he is a partner and thought leader in the Innovation practice. He has focused on pioneering innovation effectiveness methods for three decades.