A Beautiful Constraint

A Beautiful Constraint
"Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate" (Tom Goodwin)
 
Morgan’s book is developed around this core insight. The most successful business stories in our “Age of Disruption” originated by the ability of transforming internal and/or external constraints into “THE” assets to achieve success. Based on many practical examples collected over a three-year period, Morgan demonstrate that this is possible and, actually, desirable!
 
The book provides a few practical tools and models. But, first and foremost, it is about applying the right mindset. Constraints should be seen as a focus for our efforts and not limitations, we have to ask ourselves “propelling questions” to define the challenge and apply a “We can do it if…” and not a “We cannot do it!” approach to the answer.
 
The case of Audi is revealing. Their objective was to win Le Mans. The team was tasked not to “Build the fastest car” but on “How to win with a car as fast as all the others”. They had to leave their comfort zone, explore new ideas, work with people with different expertise.  And the (successful) solution was: “Be the most efficient team during the pit stops!” Applying this mind-set to mature and commoditized markets (e.g. mobile tech) could provide a strong competitive advantage.
 
Finally, two elements play a crucial role here. Firstly, the changing nature of “Business Resources”. From “Linear Resources” (a project is funded by an agreed “internal” budget) to “Resource Accessibility”, where being able to efficiently combine internal/external assets is vital. Secondly, the changing nature of “Leadership”. From “Linear/Hierarchical Leadership” to “Networked Leadership”, defined by “Inventiveness” – that is, the way a leader approaches constraints and motivate the team to overcome/use them. Morgan rightly argues that we are now in “The Age of Less”, where success is not about creating new assets, but efficiently combine the “Network of Resources” that is out there. Warmly recommended. 

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