6. 1
A company focused on the
material world aims to
define the end result as
accurately as possible.
1
Product under
development
Operating models of this
type are typical,
for example, in the
pharmaceutical industry.
10. 1Intangible services can be
developed faster and more
cost-efficiently.
The company decides to
focus on those.
1
This is a typical
operating model for
todays startups.
11. Now that it’s financially
possible for the company to
have vaguer goals it can
make use of immaterial
elements in a broader way.
2
2
11 1
12. 2
2
11 1
It can activate and allow
different elements to
converge.
Now that it’s financially
possible for the company to
have vaguer goals it can
make use of immaterial
elements in a broader way.
13. 3
Diagonal serendipity
lines are created when
companies don’t strive to
outline elements according
to the material world, but
instead approve elements
that are far enough apart
on a horizontal plane.
3Area of
serendipity
Area of
serendipity
14. If the immaterial world
determines the paradigms
of a company’s innovation
process, the impact on the
material world is difficult to
anticipate.
Area of
serendipity
Area of
serendipity
4
4
4