One corollary of decoupling theory is that companies will tend to stall not when they stop innovating per se but when they abandon the laser focus on the customer needs that fueled their early growth to begin with. In modern business parlance, stallers lose their customer-centricity. I’m not implying that companies should deliver on all customer requests and requirements. Customer-centricity means putting a central focus on the customer when making important decisions, rather than focusing on competitors, business partners, employees, leaders, and the company itself. It’s a matter of
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