Steve Ballmer helped me deeply understand this with his three Cs. Imagine a target with three concentric rings. The outer ring is concepts. Microsoft, Apple, or Amazon may have an exciting product idea, but is that enough? An organization may have a conceptual vision—a dream or imagination filled with new ideas and new approaches, but do they have what’s in the second ring: capabilities? Do they have the engineering and design skills required to actually build that concept alone? And finally, the bull’s-eye, is a culture that embraces new concepts and new capabilities and doesn’t choke them
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