E-Marketing Professionals

GOALS AND COMPETENCIES FOR DISRUPTION

The first two S's provide the vision and core competencies for disruption. They define the source of new advantages and ways to achieve them. Superior stakeholder satisfaction is the key to winning each dynamic strategic interaction with competitors. The process of developing new advantages or undermining those of competitors begins with an understanding of how to satisfy customers. By discovering ways to satisfy customers, the company can identify its next moves to seize the initiative. But customers are not the only stakeholders that must be satisfied. By empowering employees, the company can gain the internal motivation and vision needed to carry out those moves.

Strategic soothsaying is a process of seeking out new knowledge necessary for predicting or even creating new temporary windows of opportunity that competitors will eventually enter but that are not now served by anyone else. These opportunities can be found by creatively combining products, understanding trends in the business environment that will open up new opportunities, and serving new customer markets with the existing capabilities of the firm.