New to Big

Résumé du livre

David Kidder is an author, speaker and entrepreneur who co-founded the advertising software company Clickable. He is currently CEO of Bionic, which seeks to embed growth mind-sets in the world’s largest enterprises. Christina Wallace is a serial entrepreneur, the Vice President of Growth at Bionic and the co-host of The Limit Does Not Exist, a Forbes podcast focused on the intersection of STEM education and the arts.

Esther Dyson’s mantra, "Always make new mistakes!" underscores the value of learning through failure, as seen in examples like WD-40’s 40 attempts to perfect its formula and Bubble Wrap’s pivot from wallpaper to protective packaging. Yet, many established companies fear failure, fostering cultures where mistakes are hidden, and doomed projects persist, wasting resources. To innovate, companies must embrace small, quick, and low-cost failures, empower employees to speak candidly, and encourage leaders to end unsuccessful ventures. This mindset, exemplified by Satya Nadella’s transformation of Microsoft into a hybrid of corporate strength and start-up agility, is crucial for reinvention and growth. By shifting from a Total Addressable Market (TAM) approach, which focuses on existing markets, to a Total Addressable Problem (TAP) model, which identifies new customer needs, companies can unlock untapped opportunities. Observing real customer behavior, rather than relying on surface-level feedback, enables businesses to pivot and redefine their missions, fostering sustainable innovation and long-term success. In the next section, we’ll explore how one company applied these principles to reinvent itself.

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