Are you Core?

I’m currently reading the book “Seeing What’s Next.” It’s about predicting industry change given theories of ‘Innovation’. These Innovative theories were developed in Clayton M. Christensen’s previous books “The Innovator’s Dilemma,” and “The Innovator’s Solution.”

An interesting point that I thought worth sharing concerns the notion of undershot (low-paying) customers. “Incumbents,” Christensen argues, “focus on delivering up-market sustaining innovations that allow them to earn premium prices by reaching undershot customers.” This leaves less attractive, disloyal, dissatisfied customers behind.

If you are not part of the core focus of your bank, it is likely that there are more suitable organizations ready to meet your specific needs. How can you tell if you are not in the core? Ask yourself… am I satisfied with and loyal to my financial providers. If the answer is no, it is time for a change.


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