Zoning in on the win: Navigating real transformation with Geoffrey Moore

The only constant in business is constant change, and navigating the complexities is daunting — especially if you’re trying to embrace disruptive innovation. Yes, it will help you stay ahead of the curve. But it also comes with some major challenges.

This week on Catalyst, Gina is joined by Mark Orttung, President of Launch by NTT DATA, and Geoffrey Moore, tech advisor, author of works like Crossing the Chasm and Zone to Win, and Nexus 2023 keynote speaker, to discuss these challenges, and provide insight into how to successfully lead enterprises through real transformation (hint: it’s different than the transformation everyone else is talking about). Check out the highlights below, then dive into the full episode to learn more about zoning in on the zones to get ahead and stay competitive. 

Innovating in the zones

A one-size-fits-all culture of innovation? That’s a misconception. There are four zones within an organization — Performance, Productivity, Incubation, and Transformation — and each has their own unique types of innovation. Not only should this be recognized, it should be encouraged.

Real transformation is rare

Everyone talks about “transformations,” but they’re rare events, not daily occurrences. A true transformation involves jeopardizing the core business in order to participate in a future category. This should be approached with caution.

Keep calm, carry on

Once you understand what real transformation is, you understand how hard it is. It can be tempting to retreat midway when you hit a particularly challenging phase. Resist the impulse! Failing to follow through is worse than what you’re afraid of.

Control the narrative

The narrative and good storytelling provide leading indicators of a company's direction and its response to broader industry changes, and help investors understand the company's vision and commitment to transformation.

Unwavering commitment to transformation

Change isn’t always welcome, but it’s critical to an enterprise’s ability to remain competitive. Buy-in from top leadership and a full commitment to transformation should be prioritized, even if it means changing the leadership team when necessary.

Value investors vs. growth investors

Companies should recruit new investors who understand the opportunity for growth through transitioning to the new wave, while also believing in the leader's ability to lead through change.

As always, don’t forget to subscribe to Catalyst wherever you get your podcasts! We drop a new episode every Tuesday, and each one is jam-packed with catalysts for digital experiences that move millions.