This sounds like a hard thing to build a science on. Porter’s Competitive Advantage and Kim and Mauborgne’s Blue Ocean Strategy both tried. Porter said “be different,” and then attempted to put an analytical frame around that imperative. But the analytical frame was essentially one of planning, and planning is just another flowchart. Kim and Mauborgne went further, but they still tried to systematize creativity: They offered a framework for finding Blue Oceans. But if everyone uses the same framework, they all find the same Blue Oceans. The economist Joseph Schumpeter worried that capitalism would eventually bureaucratize innovation and routinize entrepreneurship. The current innovation-industrial complex—with its accelerators, canvas workshops, and lean-methodology boot camps—is precisely what he feared: the heroic entrepreneur replaced by process-following framework-appliers.
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