“Technology” is an integral part of people’s daily lives in all parts of the globe. We humans use technology in all areas of our lives. Also, we need technology for all parts of our business, and in general, our lives are deeply connected to technology. Technology is a body of knowledge used to create tools, process things, and extract materials. The meaning of the term “technology” is very broad and everyone has a personal understanding of the meaning of technology. We use technology to perform various tasks in our daily lives and to expand our capabilities, and this makes people the most important part of the technological system.
In principle, new technology can be considered as a continuation of previous technologies that provide new arrays and modifications to human beings to improve their lives. In other words, the term new technology can be attributed to the advances made and innovations presented in various fields of technology. In today’s world, technology is evolving at an increasing rate. To keep up with such a fast-paced trend, we must constantly identify and learn the technology of the day. In this way, we can keep pace with the changes and developments around us and take advantage of the opportunities before us. New technologies and their application in the cycle of daily life and business will present us with new opportunities and will double our mental and physical abilities. By relying on such developments, human beings today can go beyond the current scales and frontiers and offer newer achievements.
Innovations in business models can be made possible by new technologies. As you will see in the book “Creating a Business Model”, at the beginning of the new century there were several well-designed and efficient MP3 music players; But none of that undermined CD sales. The advent of the iPad did not change the music market either; Rather, the new business model that Apple brought with the iPad revolutionized this. The book “Creating a Business Model; How to Use Empty Space for Transformational Growth Mark Johnson By highlighting the importance and necessity of mastering business model innovation, it provides you with the tools you need to make a difference in the company and achieve sustainable success.
New technologies can enable innovation in the business model; But technology is only a tool and cannot be an end in itself. Mark Johnson, in his previous book, Occupying Vacuum Space, found that business model innovation is the most proven way to achieve transformational growth. In his book, Re-Creating a Business Model, which is an update to his previous book, he offers a fully functional framework for understanding how the actual business model works.
Introducing the book “Creating a Business Model”
In Occupying Space, Mark W. Johnson argues, business model innovation is the most proven way to achieve transformational growth. Since then, Uber, Airbnb, and other startups have disrupted the business of all industries, and companies such as Blackbuster, Sears, Toys RS, and BlackBerry have all been pushed to the margins, and “digital transformation” has become one of the hot and unknown slogans. . A decade later, however, Mark Johnson prefers to pay more attention to the art and science of business model innovation than ever before.
In this revised version, where both the content and the title have been updated, Johnson provides a fully functional framework for understanding how the actual business model works. By identifying the four main components of this framework, he provides an organized and reproducible process for recreating an existing business model or creating a new business model and then cultivating and transforming it into a profitable business. In a new chapter called “Digital Transformation,” Johnson demonstrates how serial developers like Amazon make the most of business model innovation.
The book “Creating a Business Model” by a comprehensive study of case studies consisting of successful companies and an autopsy shows you the reasons for the failure of other companies:
- How to decide when and if you need a new business model for your company.
- How to identify important new opportunities to serve your current customers in existing markets.
- How to reach completely new customers and create new markets using innovative business models and products.
- How to discover and seize opportunities for growth and development resulting from structural changes in market demand and government policies and new technologies.
- How to turn business model innovation into a more “predictable” system in your organization.
Business model innovation has the power to transform entire industries, including retail, aviation, media, and technology, and redistribute billions of dollars in market value. This book gives you the tools you need to make a difference in the company and achieve lasting success; For this reason, “Creating a Business Model” is thought to be a booklet of strategic innovations that we will need both now and in the future.
Part of the book “Creating a Business Model”
Eight years have passed since the publication of the first edition of this book; A book whose original title is “Occupying Empty Space; “Innovation in the business model for growth and reconstruction.” Much has happened in the business world since then. Blockbuster, one of the victims of Netflix’s revolutionary business model, filed for bankruptcy in 2010 and closed all of its remaining stores in 2013. The NP Supermarkets, once referred to by the Wall Street Journal as “Walmart Before Walmart,” closed in 2015, shortly before its 150th anniversary. June 2017, Amazon bought HolofoodsMarket; The company had worked hard to dismantle the traditional supermarket business model. For the past two decades, Amazon itself has undergone a fundamental transformation in all areas of the retail industry.
BlackBerry, which had been hit hard by its rivals, iOS and Android, fell into a death spiral and was never revived. In 2014, Finnish tech giant Nokia sold its mobile unit to Microsoft; The company was once the first in the world. Unable to prevent Nokia from losing, Microsoft ceded the company to Foxconn two years later with a loss of at least $ 9 billion. In 2015, Google reorganized under the auspices of a new holding company called Alphabet, and once again increased its commitment to big, winning investments in a category that the company’s founder, Larry Page, Calls it the “business of starting new things.” Some of Google’s new features, such as the Android operating system, are brilliant, but others, such as Google glasses, have failed.
The storms of creative transformation never stop. Today, everyone is talking about digital evolution, and the term has become somewhat of a reliance on words; But you have to remember that just adding a digital component to an existing business does not fundamentally change it. New technology can enable innovation in business model; But technology is just a tool and not a goal. As you will see in this book, at the beginning of the new century there were several well-designed and highly efficient MP3 music players; But none of them undermined CD sales. The advent of the iPad did not change the music market; Rather, the new business model that Apple brought with the iPad revolutionized this.
If there is no convincing value proposition, strong profit formula, and a set of processes and basic resources to deliver the right product or service to those who need it, even the most astonishing new technologies will fail to attract customers to the market. In contrast to the new business model, even a product that is fully mature can experience tremendous new growth.
Most importantly, Mark Johnson says this book will show you step-by-step how to implement business model innovation in a systematic and consistent manner. These steps range from brainstorming to achieving the customer’s value proposition and profit formula, and from developing a new plan to implementing and growing it. If you can make just one point from this book, it is likely that business management at its best is far beyond implementing existing business models. In fact, business management is the art and science of exploring and discovering new transformational business models that guarantee a future of long-term sustainable growth.
The initial design of the business model is a solid first step towards capturing empty space; But a theoretical blueprint cannot be turned into an efficient business with just one move. An efficient business must be the result of a controlled testing process that progresses in small steps. In this way, the hypotheses are put forward and tested, and as you move forward, you use the teachings of these experiments to make the necessary corrections. This way, if the new model is not effective in practice, you will find out and before you take much risk, you will understand what the model needs to change. Johnson says:
I define the term implementation as: An action that focuses more on testing and validating hypotheses and at the same time integrates the core resources and processes needed to meet customer value proposition and the profit formula. Implementation must be pursued in three stages: “latency”, “acceleration” and “transition”. The latency period should be focused on achieving profitability; But it is very important not to put pressure on the project to make money too fast before accelerating. Real and large-scale revenues are rarely earned before the transfer phase.
Johnson shows you how to make decisions about when or if you need a new business model for your company, by thoroughly reviewing case studies of successful companies and the reasons why other companies fail. According to Mark Johnson, you need to identify important new opportunities to serve your current customers in existing markets, and use innovative business models and products to reach new customers and create new markets. According to him, growth and development opportunities are the result of the discovery of structural changes in market demand and government policies and new technologies and their use. In fact, business model innovation should become a more predictable system in your organization.
Business model innovation has the power to revolutionize the entire industry, including retail, aviation, media, and technology, and to redistribute billions of dollars in market value. The present work will actually show how you can continuously and systematically innovate in your business model.
About the author and publisher of the book
In 2018, Mark W. Johnson’s book “Creating a Business Model; “How do we use the empty space for transformational growth?” Rewrote with the original title Reinvent your business model: how to seize the white space for transformative growth. 2000, with him Clayton M. Christensen Founded Innovation Management Innovation and Strategy Consulting Company. In 2017, the company was acquired by Horon Consulting Group. Johnson is the co-author of Dual Transformation: How to Change the Position of Business Today as We Future? (2017) and has authored a number of personal and collaborative articles, including Harvard Business Review’s “Recreating the Business Model,” which also won the McKinsey Award. Johnson with his wife, Jane Clison And his children live in Belmont, Massachusetts. In 1399, Novin Publications published this book with the Persian title “Recreating the Business Model; “How do we use the empty space for transformational growth?” And translation Pedram Farzinder Published in 207 pages.