![]() ![]() You have to be good at maximizing your current advantage. On the X-axis, we capture the construct of “exploit” versus “explore.” A company must be able to exploit near-term opportunity in order to pay today’s bill. The technology involved must operate silently in the background. Mainstream users only care about a seamless experience that’s all. Any consumer brand that succeeds in the technology sector has to make its technology disappear. The same is not true for consumer brands. Tech Companies Digital: Eplore/Exploit Chart 1, compiled by the authors
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