+ Muder Chiba

+The Middle

Environmental forces shape the pressures that come to bear

on an industry

Players originally migrate to the middle in pursuit of a

superior ‘value’ proposition and an eventual ambition to move

to the top of the value chain.

But the middle becomes over-crowded as it is the

most attractive space in the short term. With the

lowest entry barriers.

Muder Chiba

Outcomes and Causal factors

intertwine to create the vortex

+The Players’ Dilemma

Market Players contribute to the collapse by :

Staying too long in the middle

Outsourcing away the craft skills

Pipe-dreaming the High Value-end

Chasing short-term profit humps

Commoditizing their brands

Mis-reading value migration pathways

Muder Chiba

Playing the Current whilst creating a

Playbook for the Future

+

Essential Question for MR Players

Where is your Value Arbitrage ?

Muder Chiba

+

Muder Chiba

Wisdom

Efficiency

Where is your Value Arbitrage ?

+

Muder Chiba

Creative Thinking

Critical Thinking

Where is your Value Arbitrage ?

+

Muder Chiba

Value

Volume

Where is your Value Arbitrage ?

+

Muder Chiba

Design

Engineering

Where is your Value Arbitrage ?

+

Muder Chiba

Multiplicative Thinking

Additive Thinking

Where is your Value Arbitrage ?

+

Muder Chiba

Craft

Assembly

Where is your Value Arbitrage ?

+

Muder Chiba

“ For new corporate giants—such as

Google and Facebook—a concern with

steering value their way seems to have

underpinned their strategies. These firms

do not compete in a sector; they

work on a sector, they shape their sector.

They do not offer a value proposition; they

push value to their part of the ecosystem.”

https://hbr.org/2013/07/how-to-drive-value-your-way

Shape the Future

+

Muder Chiba

Shape the Future

I skate to where the puck is

going to be, not where it has

been.- Wayne Gretzky

+

Action

1.Map your Value

2.Visualise Future

Value flows

3.Arbitrage specific

Positions

Muder Chiba

Where is your Value Arbitrage ?

Shape the Future

+

muder.chiba@gmail.com

http://www.slideshare.net/MuderChiba/market-

research-is-dying

http://www.slideshare.net/MuderChiba/7-

timeless-marketing-research-blunder

s

http://www.slideshare.net/MuderChiba/marketin

g-research-the-yin-and-the-yang

http://www.slideshare.net/MuderChiba/the-

battle-for-your-decision-deterministic-vs-

probabilistic

http://www.slideshare.net/MuderChiba/the-

essential-business-of-big-mr

Shape the Future