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How Apple Designs, Storyboards, and Launches EVERY GAME-CHANGING PRODUCT

Apple's extraordinary business success after the return of Steve Jobs is well known. Little known, however, is the process that Apple uses to design, innovate on, and launch products that disrupt industries and change conventional rules of the game. Below is presented the tool of the Red Ocean Disruption (ROD) Storyboard which can be used to simply and visually explain how Apple creates and edits "game-changing movies" for every product. The case of Apple Watch is presented as an example.

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How Apple Designs, Storyboards, and Launches EVERY GAME-CHANGING PRODUCT

  1. 1. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   ENVIRONMENT  QUESTION  0 STRATEGY   QUESTION   CURRENT  ECOSYSTEM   QUESTION   FUTURE  ECOSYSTEM   QUESTION  
  2. 2. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)  
  3. 3. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   Milestones  (Key  Metrics)   Act  1   Act  2   Act  3   Epilogue  
  4. 4. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 House  of  Pain   Delight   Happiness  Zone     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Pain   Eliminate   Reduce   Create   Increase   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 Act  1   Act  2   Act  3   Epilogue   STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  5. 5. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 House  of  Pain   Delight   Happiness  Zone     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Pain   Eliminate   Reduce   Create   Increase   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   Business   Model   Discovery   Business   Model   Valida^on   Business   Model   Pilot   Business   Model   Scaling   STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  6. 6. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 OTHER  Loop   House  of  Pain   Delight   Happiness  Zone     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Pain   Eliminate   Reduce   Create   Increase   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  7. 7. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 OTHER  Loop   House  of  Pain   Delight   Happiness  Zone     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Pain   Eliminate   Reduce   Create   Increase   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   Apple  (1997)   Nearly  Bankrupt  Company/   Business  Model   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  8. 8. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 OTHER  Loop   House  of  Pain   Delight   Happiness  Zone     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Pain   Eliminate   Reduce   Create   Increase   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   Apple  (1997)   Apple  (2015)   Extraordinarily  Profitable  Company/   Business  Model   Nearly  Bankrupt  Company/   Business  Model   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  9. 9. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 OTHER  Loop   House  of  Pain   Delight   Happiness  Zone     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Pain   Eliminate   Reduce   Create   Increase   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   Domain/Purpose/Goal  (Job  To  Get  Done):   Think  Different:  Create  Insanely  Great  Customer  Experience   Apple  (1997)   Apple  (2015)   Extraordinarily  Profitable  Company/   Business  Model   Nearly  Bankrupt  Company/   Business  Model   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  10. 10. Template   Of   Red  Ocean  Disrup;on  (ROD)  Storygrid  
  11. 11. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0
  12. 12. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0
  13. 13. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 CURRENT  ECOSYSTEM  
  14. 14. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 2 ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 CURRENT  ECOSYSTEM   FUTURE  ECOSYSTEM  
  15. 15. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 3 2 ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 CURRENT  ECOSYSTEM   FUTURE  ECOSYSTEM  STRATEGY  
  16. 16. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 3 2 ENVIRONMENT  QUESTION  0 CURRENT  ECOSYSTEM   QUESTION   FUTURE  ECOSYSTEM   QUESTION   STRATEGY   QUESTION  
  17. 17. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 3 2 ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   STRATEGY     (How  best  to  change  &  win?)  
  18. 18. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 3 2 Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)  
  19. 19. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 3 2 Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   Milestones  (Key  Metrics)  
  20. 20. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 3 2 Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 Act  1   Act  2   Act  3   Epilogue   STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   Milestones  (Key  Metrics)  
  21. 21. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 3 2 OTHER  Loop   Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   Milestones  (Key  Metrics)  
  22. 22. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     1 3 2 OTHER  Loop   House  of  Pain   Delight   Happiness  Zone     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Pain   Eliminate   Reduce   Create   Increase   Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  23. 23. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     A1   B1   C1   A3   B3   C3   A2   B2   C2   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0
  24. 24. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     CURRENT  ECOSYSTEM   QUESTION   FUTURE  ECOSYSTEM   QUESTION   STRATEGY   QUESTION   A1   B1   C1   A3   B3   C3   A2   B2   C2   Strategic  Level   Strategic  Level   Strategic  Level   Tac;cal  Level   Tac;cal  Level  Tac^cal  Level   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0
  25. 25. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   STRATEGY   (How  best  to  change  &  win?)   A1   B1   C1   A3   B3   C3   A2   B2   C2   Strategic  Level   Strategic  Level   Strategic  Level   Tac;cal  Level   Tac;cal  Level  Tac^cal  Level   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0
  26. 26. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   STRATEGY   (How  best  to  change  &  win?)   A1   B1   C1   A3   B3   C3   A2   B2   C2   CURRENT  PRODUCT/ BUSINESS  MODEL   IDEAL  PRODUCT/   BUSINESS  MODEL  OTHER  Loop   RED  GAME  (HABIT)   IDEAL  GAME  (HABIT)  JOB  TO  GET  DONE   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0
  27. 27. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     STRATEGY   (How  best  to  change  &  win?)   A   B   C   1   CURRENT  PRODUCT/ BUSINESS  MODEL   IDEAL  PRODUCT/   BUSINESS  MODEL  OTHER  Loop   RED  GAME  (HABIT)   IDEAL  GAME  (HABIT)  JOB  TO  GET  DONE   3   2   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)  
  28. 28. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     STRATEGY   (How  best  to  change  &  win?)   OTHER  Loop   RED  GAME  (HABIT)   IDEAL  GAME  (HABIT)  JOB  TO  GET  DONE   CURRENT  PRODUCT/ BUSINESS  MODEL   IDEAL  PRODUCT/   BUSINESS  MODEL   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)  
  29. 29. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   Red  Ocean  Disrup;on  (ROD)  Storygrid   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     STRATEGY   (How  best  to  change  &  win?)   OTHER  Loop   RED  GAME  (HABIT)   IDEAL  GAME  (HABIT)  JOB  TO  GET  DONE   CURRENT  PROBLEM/ TRADE-­‐OFF   IDEAL  SOLUTION/   TRADE-­‐OFF   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)  
  30. 30. Examples  
  31. 31. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 House  of  Pain   Delight   Happiness  Zone     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Pain   Eliminate   Reduce   Create   Increase   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 Act  1   Act  2   Act  3   Epilogue   STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  32. 32. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing   1 3 2 OTHER  Loop   House  of  Pain   Delight   Happiness  Zone     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Pain   Eliminate   Reduce   Create   Increase   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Example   Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  33. 33. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Pain   OTHER  Loop   Portable  Music  Player   Classic  iPod  (2001)   Eliminate   Reduce   Create   Increase   Example   2 Domain/Purpose/Goal  (Job  To  Get  Done):   Listen  to  music  …  everywhere   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  34. 34. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Pain   OTHER  Loop   Conven^onal  Smartphone   Classic  iPhone  (2007)   Eliminate   Reduce   Create   Increase   Example   2 Domain/Purpose/Goal  (Job  To  Get  Done):   Instantly  obtain  and  present  informaAon  …  about  everything  …  everywhere   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  35. 35. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Pain   OTHER  Loop   Conven^onal  Laptop   iPad  (2010)   Eliminate   Reduce   Create   Increase   Example   2 Domain/Purpose/Goal  (Job  To  Get  Done):   Instantly  obtain  and  present  informaAon  …  about  everything  …  everywhere   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  36. 36. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Pain   OTHER  Loop   Conven^onal  Credit  Card                                Apple  Wallet  (2014)   Eliminate   Reduce   Create   Increase   Example   2 Domain/Purpose/Goal  (Job  To  Get  Done):   Make  payment  …  simply  and  rapidly  …  everywhere   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  37. 37. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Apple’s  Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     OTHER  Loop   Tradi^onal  Watch   Apple  Watch  (2015)   Eliminate   Reduce   Create   Increase   Example   2 Pain   Domain/Purpose/Goal  (Job  To  Get  Done):   Instantly  obtain  and  present  informaAon  …  about  everything  …  everywhere   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  38. 38. Template   Of   Red  Ocean  Disrup;on  (ROD)  Storyboard  
  39. 39. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Pain   Eliminate   Reduce   Create   Increase   2 ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 Act  1   Act  2   Act  3   Epilogue   STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  40. 40. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Pain   OTHER  Loop   Eliminate   Reduce   Create   Increase   2 ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  41. 41. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Pain   OTHER  Loop   CURRENT  Job  To  Get  Done   NEW  Job  To  Get  Done   Eliminate   Reduce   Create   Increase   2 Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  42. 42. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Pain   OTHER  Loop   CONVENTIONAL  PRODUCT/   BUSINESS  MODEL   INSANELY  GREAT  PRODUCT/   BUSINESS  MODEL   Eliminate   Reduce   Create   Increase   2 Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  
  43. 43. C:   Customer   S:   Supplier   Payment   (Feedback;  Reward)   1 3 House  of  Pain   Delight   Happiness  Zone   World-­‐class  Coaching  on  Business  Model  Moviemaking  &  Econgineering  for  Less  Than  $10/Month:  h?p://businessmodels.ning.com       Ambidextrous  Growth  Strategist.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h?p://businessmodels.ning.com  &  @rodKuhnKing     (Build-­‐Measure-­‐Learn  Loop)  Red  Game  (Habit/ANribute)   Ideal  Game  (Habit/ANribute)   Red  Ocean  Disrup;on  (ROD)  Storyboard   for   Rapidly  Co-­‐crea;ng  and  Edi;ng  Game-­‐changing  Movies     Pain   OTHER  Loop   Eliminate   Reduce   Create   Increase   2 CONVENTIONAL  PRODUCT/   BUSINESS  MODEL   INSANELY  GREAT  PRODUCT/   BUSINESS  MODEL   Domain/Purpose/Goal  (Job  To  Get  Done):   ……………………………………………………………………………………………………………………………………….   ENVIRONMENT  (Trade-­‐off;  Context:  Place;  Time;  Cue/Trigger/Signal)  –  Why  Change?  0 STRATEGY     (How  best  to  change  &  win?)   CURRENT  ECOSYSTEM   (What  to  change?)   FUTURE  ECOSYSTEM   (To  what  to  change?)   VISION   Milestones  (Key  Metrics)  

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