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Offerings
(WHAT)

Brand Platform

Networking Solutions

Presence Customers
(WHERE) (WHO)

Supply Customer
chain experience

Organization Value
capture
Processes
(HOW)
Figure 2-1

different an innovation might be. It is quite possible to have a
radically new technology, process, channel, or something else
that offers little or no additional value. In some cases, a radical
departure from the status quo can actually destroy value. We
are not concerned with new for the sake of being new, but with
new for the sake of business impact.
We developed the Radar by first collecting all of the activities
that companies engage in to add value in the market and then
consolidating them into the 12 vectors described here. The Radar
relates all of these business activities to one another. For instance,
if you hope to provide an exceptional customer experience, you’d
better know exactly who your customers are and have great
processes in place to serve them. Thus, customer experience is
located in the quadrant between customers and processes.