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Text of Cumulative advantage
By A.G. Lafley and Roger L. Martin
Harvard Business Review, January-February 2017
We look at what really motivates customers to choose one product over another: Its habitnot, as so many assume, allure or loyalty.
4 :1. 2. 3. 4.
(where-to-play and how-to-win )
(a habit rather than a choice)
:1. (Become popular early)2. (Design for habit)3. (Innovate inside the brand)4. (Keep communication simple)
1. (Become popular early)
(ahead of the experience curve)"
(Early share advantage mattersa lot)
eBay, Google, Twitter, Instagram, Uber, Airbnb
2. (Design for habit)
(Checking for updates) Facebook Facebook
3. (Innovate inside the brand) (relaunch)
P&G Liquid Tide .. 1984
Tide Plus Bleach Tide Coldwater Tide Pods
(video streaming service)
4. (Keep communication simple) Daniel Kahneman
" (thinking fast)" " (thinking slow)"
Samsung Galaxy S5 Samsung Galaxy
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