Learning lessons in strategic novelty from outliers

Conventional strategy is being challenged by industry shifts and by potentially disruptive strategic innovations that organizations that do not fit established ways of doing things- “outlier organizations”have discovered.

A study of outliers, and their perspectives at the frontiers of not-yet-formed or to-be-challenged industries, can provide valuable lessons for strategists.

In seeking out lessons from outliers, strategy needs to be reframed from a science of studying the average and increasing the efficiency of the already known, to an art of finding the potential in serendipity and the discovery of knowledge that lies beyond previous experience.

It is easy, but risky, to overlook or dismiss the innovations of a company that is still experimenting with its business model, and is far from being able to prove its sustainability along conventional metrics.

Successful innovators are intuitively interested in developments that are incongruous to expectations. However, translating this sensibility into equally powerful strategic insights is often challenging. This article provides examples and tools for learning from outliers.