By Mark W. Johnson and Josh Suskewicz
The surest way to develop successful new businesses – especially in transforming industries – is to focus carefully on an unmet market need and tailor a business model to meet it. This sounds straightforward but in practice it is devilishly hard because established, successful companies so often let structure (read: organizational baggage) drive strategy, rather than making strategy – choices about where to play and how to win – dictate the right structure.
