Value creation does not come from being laser focused on defending your core business. Despite the allure, that is expensive and has diminishing returns. In a dynamic world, with changing markets, you have to know TRENDS, and you must do scenario planning to project trends. Rather than dumping big money into defending your old core, your money will go farther experimenting with new products that can create, and capture, new markets. Apple earned a far higher ROI (return on investment) investing in mobile than Microsoft did on new versions of Windows and Office trying to defend its core. Manufacturing Matters Conference, Wisconsin Manufacturing Extension Partnership (WMEP) 2013.
