The Digital Transformation Playbook: Rethink Your Business for the Digital Age

135; value proposition revision 
for, 189. See also rapid 
experimentation
Innovator’s Dilemma, The 
(Christensen), 200
inside-out disruption, 214–15, 216, 
225
insights, 107–8
insurance industry, 78, 84, 85, 86, 
90

---

I N D E X

269
integration: of customer brand 
experience, 49; of digital 
transformation, 241–42; as 
rebundling, 206
InterContinental Hotels Group, 
109
intermediation, 78–79, 199
Internet browser, first, 165, 198
Internet of Things, 99
Intuit: Fasal project, 125–27, 128, 
131, 135, 137, 139, 141; innovation 
culture of, 135, 153, 161–62
iPhone: Android and, 75, 234–35; 
disruption by, 214, 217; Google 
Maps and, 92–93; Nokia and, 
201–2, 208–10, 209, 214; opening 
platform of, 39, 62, 69, 87–88
iPod, 87, 148, 166
iteration, 136, 147, 155, 155
iTunes, 166–67, 167
Jacobsen, Ivar, 179
JCPenney, 160
Jobs, Steve, 87, 148
job-to-be-done concept, 178, 179
Johnson, Mark, 202
Johnson, Ron, 160
Kagermann, Henning, 202
key performance indicators (KPIs), 
114
Kim, W. Chan, 197
Kimberly-Clark, 48, 110
Kindle, 215–16
Klein, Ezra, 82
Kodak, 196, 236
Komori, Shigetaka, 236
KPIs. See key performance 
indicators
laddering, 230–31
Lancôme, 35
landslide disruption, 229, 236–37
language processing, 38–39, 100, 
101
Lanning, Michael, 179
launch strategies, 154–55, 156–57, 
158
leadership: competition, 74, 86–88; 
customer networks, 48–49; 
data value, 119, 120–21, 190; 
fallibility of, 159; incentives, 240; 
innovation, 159, 160, 161, 163–64; 
openness in, 87–88; rethinking 
focus of, 239; silo-bridging role 
in, 48–49, 119; value proposition, 
189–90; warfare mentality of, 74, 
86–87
Leadership Secrets of Attila the Hun 
(Roberts), 86
learning: machine, 100–101; model 
for innovation, 127–28, 135–36, 
159–60
Levie, Aaron, 191
Levi Strauss, 86
Life Church, 19–20
lifetime value, customer, 28–29, 109
Linden, Greg, 159
listening, to customers, 36–37, 192
LittleMissMatched, 197
location data, 98–99, 104
Lorenzo, Doreen, 86
loyalty programs, 93, 104, 109
Luxottica, 212, 212–13, 215, 216
Lynton, Michael, 120
MacCallum, Alexandra, 190
machine learning, 100–101
MacMillan, Ian, 141

---

270
I N D E X
Madrigal, Alexis, 159
Maersk Line, 37
maps, 92–93
marketing: convergent 
experimentation in, 130; 
customization strategy, 31, 
34–36, 44; for engagement, 31, 
33–34, 44; funnels, 25–28, 26; 
myopia, 178; targeted, 109–10; 
value proposition concept in, 
178–79
marketplaces: asset lightness 
of, 64–65; channel conflict 
in, 85–86; competitive value 
train elements in, 80–81, 
81; co-opetition in, 75; 
disintermediation of, 77–78; 
India, 62, 125–27; intermediation 
of, 78–79; most valuable 
companies, 66; MVP launch 
of, 154, 156–57; omni-channel 
access, 32; platforms, 58, 58, 
61–62, 64–65; recommendation 
engines in, 35, 159–60
markets: exiting, 236–37; growth in 
shrinking, 1–2, 169–76, 170; new, 
disruption theory on, 200–202, 
208, 214
market value: comparison, 66; 
concepts, 177–79, 178
Marvel Comics, 174, 191
mass-market: business model, 22, 
22–24; marketing funnel, 25–26, 
26
matchmaking model, 50–52, 54, 
70
Mauborgne, Renée, 197
Mayo-Smith, John, 136
McGrath, Rita, 141, 176, 191
media: gaming, 61, 115, 163, 174, 
191–92; movie adaptations, 174; 
photography, 196, 236. See also 
broadcast television; Netflix; 
publishing industry; social 
media
messaging apps, 217–18, 230–31, 
232–33
Metropolitan Museum of Art, 
175–76
Michaels, Edward, 179
Microsoft, 2, 62, 81
minimum viable prototypes 
(MVP): building, 137, 138, 
151; digital impact on, 134; 
launching, 154, 156–57; rolling 
out, 156; testing, 129, 152
mobile computing: co-opetition 
in, 75; customer network 
access by, 32; disruption, 201–2, 
208–10, 209, 214; location data, 
98–99, 104; messaging, 217–18, 
230–31; Moore’s Law on, 99–100; 
on-demand attribute of, 32–33, 
63; open, 39, 62, 69–70, 87–88; 
payment systems, 79; platform-
added value in, 69; touchpoints, 
27–28; voice-recognition 
systems, 101
Mohawk Fine Papers, 170–71
Mondelez, 148, 152, 161
Moore’s Law, 99–100
Mormons, 171
movie adaptations, 174
movie rentals. See Netflix
Moving Pictures Expert Group, 165
MP3s, 166–67
Mujica, Maria, 152
Mukherjee, Ann, 120

---

I N D E X

271
multihoming, 66
museums, 175–76
music industry, 21, 165–67, 167
MVP. See minimum viable 
prototypes
myopia, 178, 191–92
myths, big data, 76–77
Nalebuff, Barry, 74–75
Napster, 166, 167
Naviance, 112
navigation apps: Google and 
iPhone, 92–93; Waze, 29, 104, 
106
Netflix: Blockbuster and, 210, 
210–11, 214, 233; data strategy 
of, 96; HBO and, 52, 77; 
recommendation engines, 35, 211
network, value. See value network
network effects: competitive 
differentiation by, 68, 69; 
disruption, 217, 228–29; 
downside of, 64; platform, 60, 
64, 65–67, 68, 69; types and 
characteristics, 60; winner-
takes-all consolidation from, 
65–67, 236. See also customers, 
as network
Network Is Your Customer, The 
(Rogers), 29
Netzer, Oded, 107–8
Newmark, Craig, 198
new market disruption theory, 
200–202, 208, 214
newspaper industry: Craigslist 
disruption of, 198, 205; growth 
in shrinking market, 171, 172–73; 
network effects in, 60; social 
media mediation of, 78–79, 81, 
81–82, 82; value trains in, 81–82, 
82, 83
New York City, 96–97, 175–76
New York Times Company, 83, 
172–73, 190
niche disruption, 229
Nike, 112, 136
Nokia, 201–2, 208–10, 209, 214
Noorda, Ray, 74
Obama, Barack, 130, 146
Omidyar, Pierre, 154, 157
omni-channel access, 32
on-demand strategy, 32–33, 63
open platforms, 39, 62, 69–70, 
87–88
L’Oréal, 33, 104–5
organizational challenges: 
agility and readiness, 240; of 
competition, 85–88; of customer 
networks, 46–49; of data, 117–21, 
240; of innovation, 158–64; of 
value proposition, 188–93. See 
also employees; leadership
Osterwalder, Alexander, 202
outside-in disruption, 214, 225, 226
paper industry, 170–71