Panel Discussion with Horace Dediu, Devin Hunt, and Marko Taipale @Tampere Goes Agile 2012

Building the right thing.

Why do some companies seem to be able to build products that fit their customers’ needs exactly while some do not? How to build a company that builds the right thing?


  • kgbraund

    nice job….an asymmetric panel 🙂

  • michael

    As one very familiar with your ideas on disruption, it was still good to see this talk by you, going over your ideas again – despite the fire alarm. Other speakers seemed to be at a loss when faced with the background behind asymmetry. I really had no patience for those speakers, sorry to say. Your expansion on corporate antibodies was good to hear. Stories about previous disruptors are fascinating – because many of us are well versed in Apple and already know that story. Thanks for a good talk. Too bad about the fire alarm (probably induced by an Apple competitor).

  • David James

    I was wondering what you make of the news that Microsoft is finally including a Blu-ray drive in their new XBox? After fighting Sony so long and hard in their attempt to kill the format, it must be frustrating for them!

    • claimchowder

      Physical media have been on the brink of death for a while now. It is typical for Microsoft to not be disruptive and to not exclude physical media from their next-generation device.

  • stevesup

    Re: how disruption happens. I don’t argue at all that disruption tends to happen outside the current business structures or inside but protected. Some, however, have disruption thrust upon them. I went through that in publishing when we were almost regulated out of business but transformed and saved the house. Apple went through it in the nineties. Jobs spent a decade in the wilderness. I’m working with a local farmer who has said to me recently that last year’s drought was a blessing because it opened his eyes to how not to continue doing business. Crisis is opportunity accompanied by deep breathing.

  • JaneDoe12

    This discussion was absolutely great!

  • vervaak

    Why is it that TV is always mentioned as an industry ready to be disrupted. I think the industry that really should get disrupted is the health care sector. The quantified self devices are what will make this possible. What if buying insurance could be accomplished on iTunes or Google Play. A simple network connected wrist band can track a lot of physiological data. Who knows, maybe Apple can make the health care industry seem sexy.

    • I suggest reading The Innovator’s Prescription.

      • vervaak

        Thanks! I think I will do that. Clayton Christensen seems to touchup the topic of bring technology to patients in his book.

  • Erik Jacobson

    Good discussion. I’d recommend “The Other Side of Innovation: Solving the Execution Challenge” by Govindarajan & Trimble, which focuses on how innovation can be done in large companies.

  • What’s the point of Apple creating this “app” TV if 3 months later Google & Samsung copies it and sucks the profits out? Unless Apple can create some kind of barrier to entry this seems to be market share game that Apple has no interest in.

    • In answering this question an understanding of a company’s priorities proves valuable.

      • Tim Cook has made it clear that Apple’s north star is creating the best products to delight its customers. He also said on Wednesday that he and the board were not happy with the stock price.

        We have seen Google become the OS R&D department for the industry empowering companies that never would have been able to make a smartphone or tablet. Whether google has profited proportionally for their effort is debatable.

        Samsung has turned Apple into its design R&D department and others will try as soon as apple releases its next product. Steve Jobs thought that patents would provide a barrier to entry, but that hasn’t been the case.

        IMO, creating products without barriers of entry or without an intent to profit porpontially is an idea factory and not a business. If Apple takes that position there will be many more David Einhorns circling around trying to figure out ways to access that cash pile.

      • KirkBurgess

        Just copying a product doesn’t mean your product automatically become successful, even when you are a successful company with massive resources (see Samsung, googles & Microsofts tablet efforts).

        There are many other things other than Patents that determine a products success.

        From Apples point of view, it has the following advantages whenever it launches a new product

        – patents
        – ecosystem size
        – large manufacturing capacity
        – huge developer base
        – massive global retail distribution, both physical and digital.
        – incredibly powerful brand
        – integrated hardware/software efficiencies
        – massive financial resources to invest in new markets.

        None of Apples competitors have all of the above.

  • Jeff G

    Thx for posting this video panel. I especially enjoyed the nearly impossible to answer questions, like How do you find the right spouse? And, own do you parent?

    These ultimately involve some mixed amounts of, among other things, vicarious learning, experimentation and observation, necessary adjustments (preferably innovative), risk taking, confidence, and perseverance.

    People often think the “Law of Attraction” is some mystical mambo jumbo, but ultimately if one can be relatively proactive and successful in practicing virtues and right-human-relations… It is a proven formula for success.

    Using Steve Jobs for example (although he, like all of us, was riddled with “vices” or typical human flaws) the value he placed on qualities such as things like Focus, Simplicity, Creativity, Service and Persistence is very interesting. Notably, they are all virtues…

    • Jeff G

      Awareness is the most powerful disruptor. There is no substitute for it! Innovation and creativity are more likely to flow out of people, and organizations who have expanded consciousness and increased awareness. One difficulty as groups grow, is that as the size (head count) increases, there is likely to be some “reverting to the mean” in terms of the average consciousness level of the entire group. This can also apply to qualities of active intelligence and drive.

      Companies who breed the “right” values into their DNA have a better chance at avoiding this downward drag and falling into inertia. Just like being an exceptional parent, person or spouse, requires discipline, sacrifice and selflessness, the same is true of being an exceptional company. It requires constant self-observation, a willingness and ability to see one’s own flaws and a tremendous will power to transform and transmute one’s self into ever higher levels of activity and being.