Finding Your Place in the Competitive Jungle
April 19, 2013 Leave a comment
Finding Your Place in the Competitive Jungle
by Vijay Govindarajan and Srikanth Srinivas | 11:00 AM April 18, 2013
It’s a jungle out there.
While this simple phrase has been used time and time again to discuss the many obstacles people and companies face, an animal metaphor does describe required innovation actions rather effectively. Imagine a 2×2 matrix with size on the y-axis and speed on the x-axis. Size can be represented as market share, revenue, or units sold, depending on the context. Speed is the speed of innovation of a company relative to the industry. When a company, product, or service is ahead of the competition, speed is high. When it is lagging behind the competition, speed is low.But why is relative speed so important? Consider a story where two hunters encounter a lion with no ammunition left in their guns. When one starts to run, the other claims the lion will eat him either way. The first replies, “Not as long as I can run faster than you!” Just like in the jungle, if you are not faster than the competition, you can get eaten up. The key question is, “What actions can be taken to get ahead of the pack?” — to become a jaguar or to stay a jaguar, as you see in the matrix below.










