The Unicorn Project: A Novel about Developers, Digital Disruption, and Thriving in the Age of Data

by Gene Kim

“Last time we met, I mentioned Sensei Geoffrey Moore’s Three Horizons, but I didn’t have time to explain his concept of Core versus Context, which are what the Four Zones are about,” Erik says. “Sensei Moore observed that many businesses understand the Three Horizons but are still unable to properly invest in the next generation of innovation. In other words, they underinvest in Core, because they are being controlled by Context. “Cores are the central competencies of the organization. These are things that customers are willing to pay for and what investors reward,” he says. “Context is everything else. It’s the cafeterias, shuttles between buildings, and the thousands of things companies must do to operate. They’re often mission-critical, such as HR, payroll, and email. But our customers do not pay us for the great payroll services we provide to our employees. “Not properly managing Context is what Sensei Moore called the killing ground of great companies. Companies who become too burdened by Context are unable to properly invest in Core. There is a strategy for transforming a company, but it also takes ruthless focus and tenacity.”