The cycle is the same one Clayton Christian proved in The Innovators Dilemma but Steve Sinofsky does bring new examples from the retail sector. His illustrations around how long the decline can take are food for thought for those that think they can move into a disruptive position quickly. As a start-up it could become a long drawn out fight. Putting it in perspective, e-commerce is only a 300B industry compared to the total retail industry which is 4.5T just in the US alone. Sinoksky also illustrates well how businesses become trapped in a supply chain system that can stifle innovation and a rapid pivot.
I must admit that when I see a new email in my inbox from Avinash Kaushik I get really excited and want to open it right away. I’ve also come to terms with the time investment, his posts take an hour of my time because I want to jump right into Google Analytics and research the topic he’s written about. This one is no exception. He shares two new custom reports which measure business value of content and technical page performance. On the business value side I found it interesting to look at Unique Pageviews against Entrance Page, high uniques and low bounce from first page in is a winning combination. Once you start adding advance filters like the number of unique page views over 10,000 and pages that are the entrance page more than 70% of the time and where the bounce rate is less than 30% then you start to see the pages that are really working for you. On the technical side the Average Page Load Time can be almost downright depressing. This report can certainly help get buy-in from those needed to spend some time and money on cleaning up some of the tech debt.
Looks like I was in a mode to read about how companies get disrupted this week. Steve Blank’s article looks at how companies become blind to the pending change because of the shortsighted view impressed on them by stock price. Longterm R&D does not increase stock price in the near term and is therefore easy and early to cut. Rapid shifts in technology and the start-up industry are also causing large organizations to falter and become displaced within their markets.