Using Guy Kawasaki’s primer, analysing a major project I’m associated with yields:
- “We know that there are no ‘magic bullets’ that provide defensibility.” We know that there is not a single shield that we can raise that can make our proposition impermeable.
- “We have filed for patents, but we know that we cannot depend on patents as a major component of defensibility.” We are re-commercialising intellectual property assets that have been developed in the marketplace over the last 6 years.
- “We have an x month head start […], and what we’re doing is hard. We know we have, at best, a temporary lead. It’s so hard that few established companies would defocus themselves by trying to do what we’re doing.” We have about a 9 to 12 month head start, on what is usually a difficult and expensive arena to break into. We are using our Laboratory results to generate tangible digital objects. It’s not so hard that it’s impossible for competitors to simulate, but it would significantly defocus our contemporaries’ stated business plans to do so.
- “We’ve built similar businesses before.” We have built two enterprises like this before, both of which are still viable market propositions.
- “We’ve amassed a ton of relevant domain expertise because our founders sold to these customers before.” We have been selling to the same type of customers for a number of years, and they are meta-customers at this stage of the development.