“…the most successful companies right now are not only making adjacency moves … radical adjacencies. They take companies into entirely new markets – like Apple into music and video and mobile telephony, Amazon into devices and Cloud. They stretch the old idea of competency to breaking point.” – Haydn Shaughnessy in The Seven Habits of Spectacularly Unsuccessful Executives Revisited. (Via Bob Jacobson)
Put another way, dramatic transformation moments come when businesses start regarding themselves as T-shaped, and turn their “horizontal bar” complementary competencies (and opportunities) into brand new “adjacent” markets.