ABSTRACT

The underling mindset is one of understanding one's product or service offering as a behavior platform for a compelling experience. In the behavior economy, you make platforms, not products. That is not a cell phone; it is a behavior platform. The lack of understanding a broader service as a platform is fundamental to the failure of many businesses, leaving them open to disruption by companies that understand and speak to the core behaviors enabled by platforms that make other products and services obsolete. Focusing on one's competitor's rival technology specifications comes at the expense of understanding emerging behaviors. One will be disrupted more by a competitor providing experiences that transform core behaviors, than he/she will by new technology innovation. Those new sensors on that wristband are transforming peoples' commute time into a personal fitness opportunity.