Second, you must change whenever there are ways to extend your value proposition or better ways to deliver it. These changes are strategy specific, and would not benefit all companies equally. To some extent, these opportunities to innovate arise precisely because you have a strategy to begin with. Almost from the day CEO Reed Hastings started Netflix to distribute DVDs by mail, he began searching for an Internet-based solution. When it became feasible to stream videos direct to a customer’s PC, Netflix saw immediately that doing so would better serve the needs around which its strategy was
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