There is a quiet revolution unfolding in your industry — led by some of your smartest competitors. If you are a manager, you may be completely unaware of it because you can't see it in the streets, nor watch it on the news. This new revolution is actually happening inside the heads of the leaders running your rival firms. We call it a mental model revolution. Let us explain....
A select group of smart leaders are reframing their mental models — i.e., radically shifting their perception of the world — to conjure up disruptive business model innovations that could rewrite the rules of the game in your industry. We call them the "Reframers." Here are examples of three:
Indra Nooyi, CEO, PepsiCo. Nooyi, ranked by Fortune as the world's most powerful woman, is reframing the very essence of what the food and beverage industry should be — shifting its vocation from feeding people to nourishing them. She is taking a cue from Ayurveda (India's 5,000-year old traditional medicine system) which states that "food is medicine and medicine is food." Until now, the food and medical industries have operated separately; Nooyi wants to bridge them by reframing PepsiCo as a wellness solution provider. To deliver this commitment, Nooyi is radically shifting PepsiCo's business model by flipping the ratio between "fun-for-you" products (e.g., Pepsi drinks and Frito Lay chips) and "good-for-you" products (sold under brands such as Tropicana and Quaker). Specifically, Nooyi wants to increase revenues from good-for-you products from $10 billion today to $30 billion by 2020.
A select group of smart leaders are reframing their mental models — i.e., radically shifting their perception of the world — to conjure up disruptive business model innovations that could rewrite the rules of the game in your industry. We call them the "Reframers." Here are examples of three:
Indra Nooyi, CEO, PepsiCo. Nooyi, ranked by Fortune as the world's most powerful woman, is reframing the very essence of what the food and beverage industry should be — shifting its vocation from feeding people to nourishing them. She is taking a cue from Ayurveda (India's 5,000-year old traditional medicine system) which states that "food is medicine and medicine is food." Until now, the food and medical industries have operated separately; Nooyi wants to bridge them by reframing PepsiCo as a wellness solution provider. To deliver this commitment, Nooyi is radically shifting PepsiCo's business model by flipping the ratio between "fun-for-you" products (e.g., Pepsi drinks and Frito Lay chips) and "good-for-you" products (sold under brands such as Tropicana and Quaker). Specifically, Nooyi wants to increase revenues from good-for-you products from $10 billion today to $30 billion by 2020.