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For example, when Skype started becoming successful and was mentation of the new model is even planned. Deep, cross-functional participation allows you to
signing up tens of thousands of new users each day, it had to directly address any concerns regarding the new business model before drawing the roadmap 257
immediately develop mechanisms to cost-effectively handle user for its implementation.
feedback and complaints. Otherwise, skyrocketing expenses and } Project sponsorship A second success element is the sustained and visible support of your
user dissatisfaction would have brought the company to its knees. project sponsor, something that signals the importance and legitimacy of the business model
design effort. Both elements are crucial to keeping vested interests from undermining the
successful implementation of a new business model.
Working from the Established Company Perspective } Old versus new business model A third element is creating the right organizational structure
} Proactively managing “roadblocks” The single element that for your new business model (see Managing Multiple Business Models, p. 232). Should it be a
most increases the likelihood of a new business model’s standalone entity or a business unit within the parent organization? Will it draw on resources
success is in place long before actual implementation. By this shared with an existing business model? Will it inherit the parent’s organizational culture?
we are referring to the participation of people from throughout } Communication campaign Finally, conduct a highly visible, multi-channel internal commu-
the organization during the Mobilization, Understanding, and nication campaign announcing the new business model. This will help you counter “fear of the
Design phases. Such a participatory approach will have already new” in your organization. As outlined earlier, stories and visualizations are powerful, engaging
established buy-in and uncovered obstacles before the imple- tools that help people understand the logic of and rationale for the new business model.

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