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Don’t Be First to Market, Be First to Scale

Often when people have an idea for a great new product or service, they rush to be first to market with it. We keep hearing about first-mover advantage and how you need it.

The only problem with first-move advantage is that it doesn’t seem to exist. The academic research on the topic shows that there is no such thing.

The first definitive work on this was done by David Teece in 1986 (pdf version of the paper here). He found that innovators capture about 20% of the profits generated by their new ideas. Followers and imitators capture slightly more. Suppliers get some of the benefit, but the big winners are customers, who get about 40% of the benefit of new ideas.

The study was done 25 years ago, but subsequent work has consistently found similar results.

Part of this is because innovations diffuse across an S-Curve – and this usually takes longer than we expect it to.

How can innovators try to capture more of the profits generated by their great ideas? It’s not by being first to market. In his excellent new book Sidestep & Twist: How to create hit products and services that people will queue up to buy,James Gardner suggests that one way to address this problem is use network effects to accelerate the S-Curve – to be the first to scale.

He uses the five factors that Rogers identified as the key characteristics that drive adoption, and reframes them for the network economy. His thesis is that by taking advantage of networks, you can move through the slow part of the S-Curve more quickly. This increases your chance of winning.

The five factors are:

  1. Observability: how easy is it for people to see how the innovation works? In networks terms, does usage increase through viral effects? Think about the social games on Facebook, like Farmville. Every time one of your friends played Farmville, you get an update about it. This continues until you either start playing Farmville yourself, or you block all updates related to it. That’s observability.
  2. Trialability: how easy is it for people to try out the new idea? In a network, trials are experiments. The more people test out your idea, the more likely it is that emergent properties will show up. This is how you find unexpected new uses for your idea, which expands your number of users, moving you through the S-Curve more quickly.
  3. Consistency with how we currently behave: can we fit the new idea into our existing routines? Or does it require us to do new things? The former leads to faster adoption. Within a network, this leads to herd behaviour. Gardner’s example of this is Amazon’s recommendation engine, where the more people use it, the more valuable it is, leading to more people using it.
  4. Relative Advantage: is your new idea substantially better than what it’s competing against? One way to get this is to build in effects where the more people use it, the better/cheaper/faster it gets. Think about Amazon’s recommendation engine again. Or Google. Google wasn’t the first search engine (not even close), so how did it come to dominate? By being substantially better than the others, and by using an algorithm that improved search results the more people used it.
  5. Complexity: is the new idea simpler to use than its competitors? In network terms, does increasing use lead to great simplicity? For this, Gardner talks about how “crowds of people, learning and sharing together, make it less difficult for others to join their crowd.” His example is Wikipedia – which is trying to catalog a huge amount of knowledge. The more people participate in Wikipedia, the easier this gets. And their value proposition improves.

I love the idea of using network effects to move through the S-Curve more quickly. This quick recap doesn’t do the idea justice – it’s worth checking out the book to learn more.

In the meantime, if you are innovating and you are early in the diffusion curve, ask yourself this: how can I take advantage of networks to increase the use of my great idea? If you think about this in terms of the five factors from Rogers, your chances of capturing the value that you create will increase.

So don’t try to be first to market. Try to be the first to scale.

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The Complexity of Economics and the Paradox of Mankiw

Note: This is a guest post by Neil Kay. It is part of a chapter that he is writing for a book that I am editing with David Rooney and Greg Hearn called Handbook of the Knowledge Economy, volume 2. We’ll post Neil’s chapter as he writes it over the next few weeks. I’ll do the same with mine, which is seriously overdue too. – Tim

COMMENT FROM NEIL KAY
I puzzled some UQ MBAs in a guest seminar last year by telling them that I occasionally tried to become a better teacher by reading Economics textbooks upside down. While I would very much welcome comments on all the half dozen or so threads I plan to post for my article, I really would especially appreciate feedback on this thread as to whether it is on to something, or whether I should just keep taking the tablets.

-Neil

The complexity of economics and the Paradox of Mankiw

This is not a linear narrative and it is work in progress – I am going to jump to Thread 4 (or it might turn out to be Thread 5) in the story I told in my first post (“What does a knowledge economy actually look like?”). In that post I noted what I thought Mankiw lacked. In fact, having taught introductory first year economics using Mankiw’s book, I see it as being itself a superb example of how to succeed in a knowledge economy. For example, the standard monopoly problem in textbooks invokes all of the well-known AVC, AFC, AC, MC, MR and AR curves. Only certain curves have relationships between them or at least relationships that matter for pedagogic purposes (for example: AR and AC for profit; MC and MR for profit maximizing). The problem for a beginning student is that they have no mental map to tell them which pairs or combinations of curves have relationships that are significant in economic terms, and which do not (which is why many students often try valiantly in their exercises to get as many curves as possible intersecting at one point in the hope that at least some of the intersections reflect valid relationships).

If you want to experience an approximation to this tabula rasa effect yourself, turn an Economics textbook upside down and look at individual diagrams. Even experienced economists who do this tend to see a bewildering maze of lines, which is close to how a beginning student sees it.

One way to think of such curves is as members of a network in which each member may (or may not) have relationships (links) with other members of the network. For the beginning student lacking filters to sort out which of these are significant relationships, one measure of the complexity of the diagram (or network) is the total number of potential or possible relationships between curves in the diagram (or links between members of this network). For a monopoly diagram with all six curves (AVC, AFC, AC, MC, MR and AR) the total number of potential relationships or links1 between members of this network is 15 (or 5+4+3+2+1).

But if the monopoly diagram is split into two diagrams for the beginning student, say one with AVC, AFC, AC, MC and one with AC, MC, MR and AR, then the total number of potential relationships between curves (links between members of the network) in each diagram reduces to 6 (or 3+2+1).  That is a total of 12 potential relationships for the two 4-curve diagrams which in total is still less complex for the beginning student than the single 6-curve diagram. An experienced teacher knows that these two diagrams contain most of the relationships they want to talk about, which is why experienced teachers tend to use at least two diagrams here instead of one, at least to begin with.

I have a theory that if you used such a measure to assess the complexity level of first year Economics lecturers’ PowerPoints that they would inversely correlate with teaching evaluations – but that has not been subject to empirical testing.

Which is why Mankiw is a very good teacher and his textbook is a best seller. I do not know if Mankiw used a similar rule of thumb intuitively or explicitly, but his text is constructed as if he did. Most standard introductory texts are not shy about inflicting diagrams or figures with very high levels of network complexity on beginning students. But Mankiw has as few curves as possible in his figures, usually no more than 3 or 4. Indeed, in my edition there are only four figures with 5 curves and no figures with 6 curves or more. So here is another paradox; at the same time that Mankiw is doing the standard first year Economics textbook thing of describing “the economy” as one largely devoid of knowledge activities, his text may be regarded as indicative of best practice knowledge activity in a knowledge economy. The paradox of Mankiw is that in the economy he describes, his book would not exist.

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Welcome to the Attention Economy

Most of the economy now is based on information. Even physical things are embodied information. Consequently, the scarce resource that is being competed for now is our time. Here is how Richard Lanham talks about it in an interview discussing his book The Economics of Attention:

The basic argument is simple enough. We’re told that we live in an information economy. We remember from Econ.1 that economics studies “the allocation of scarce commodities that have alternative uses.” But information is not a scarce commodity; we’re drowning in it. What is scarce is the human attention needed to make sense of it. We really live in an attention economy. What does such an economy look like? What are we to make of it?That attention is in short supply seems to be born in upon us from all sides. From frantic multi-tasking two-career parents to soldiers in computerized fox holes or pilots inundated by cockpit information, we’re all drowning in a sea of information.

This is important for innovation. Connecting ideas is the fundamental creative act in innovation – so innovation is a knowledge-based exercise. But having ideas is only part of the process. You also have to able to select the best ideas to invest in, be able to execute ideas, and then get ideas to spread.

Getting ideas to spread is often a challenge – especially for smaller organisations that aren’t very well connected within the network of the economy. This is where the value of the attention economy concept lies – it makes you explicitly think about whatever product or service you provide as information, as an idea – and it makes you think about how to get that idea to spread.

Part of getting ideas to spread is based on the idea of influence. I ran across this interesting video about influence and the spread of ideas on Rasul Sha’ir’s blog (his original post has some useful comments on the video as well) – and it’s worth watching:

INFLUENCERS FULL VERSION from R+I creative on Vimeo.

The best way to think about influencers and the role that they play in spreading ideas is by thinking about the economy as a network. When you start thinking this way, the structure of the network can provide some insight into where influence might lie.

This really brief interview with Valdis Krebs from Angela Dunn shows how this works:

Here are the key points from all of this:

  • Innovations are ideas – in fact, they are the result of connecting ideas in a novel way.
  • In order to successfully innovate, you have to get these new ideas to spread. There are two concepts that can help you do this more effectively:
  • Think about the economy as competition for attention. We’re not really competing for resources anymore, we’re competing for peoples’ time and attention.
  • The attention economy plays out across economic networks. This means that network analysis is an important tool to support innovation efforts. In order to compete successfully within the attention economy, you need to understand the connections through which influence and attention flow.

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What Does a Knowledge Economy Look Like?

Note: This is a guest post by Neil Kay.  It is the outline of a chapter that he is writing for a book that I am editing with David Rooney and Greg Hearn called Handbook of the Knowledge Economy, volume 2.  We’ll post Neil’s chapter as he writes it over the next few weeks.  I’ll do the same with mine, which is seriously overdue too. – Tim

When researchers write about the knowledge economy, they usually write about knowledge activities such as R&D, education, ICT etc, but what does – or what would – a knowledge economy look like? Describing a knowledge economy in terms of its parts is rather reductionist, rather like describing an elephant in terms of its trunk, tusks, legs etc.  So we shall try to see here what a knowledge economy would look like. First, back to basics – what is an economy?

‘There is no mystery about what an “economy” is … an economy is just a group of people interacting with one another as they go about their lives  (Mankiw, 1998, p.4)

That is not entirely satisfactory as a definition of an economy since it tells us what elements in the economy do (they interact) rather than what an economy is – Mankiw is describing process rather than content, “how” rather than “what”.  We can say that if it is about interactions of individuals it must be driven by the activities of these individuals. But what are these activities?  Mankiw answers the question later in the chapter (1998, p.21) where he introduces the standard circular flow model in which the activities are the production and consumption of goods and services.  Mankiw also gives the fictional example of Defoe’s Robinson Crusoe

stranded alone on a desert island as a basic example of an economy. Crusoe “catches his own fish, grows his own vegetables, and makes his own clothes. We can think of Crusoe’s activities – his production and consumption of fish, vegetables and clothing – as being as simple economy” (Mankiw, 1998, p. 519)

So if we can take “the economy” as being characterized by production and consumption activities, then it would seem logical to describe “the knowledge economy” as characterized by the production and consumption of knowledge activities. This in turn raises the question of what can be characterized as “knowledge activities”. It is perhaps easier to identify knowledge activities when we see them (e.g. lecturing, researching, design) than to give a simple definition that helps us distinguish knowledge activities from non-knowledge activities (and by implication, the knowledge economy from the non-knowledge economy). It is not a trivial problem; after all if we cannot say what a non-knowledge economy looks like, how can we expect to make progress with the concept of a knowledge economy?

If we are to make headway in terms of what characterizes knowledge activities, we have to establish what it is that is distinctive and characteristic about knowledge activities compared to other activities in the economic system.  In this respect, Kenneth Arrow’s paradox of the demand for information may be a good starting point:

“There is a fundamental paradox in the determination of demand for information; its value for the purchaser is not known until he has the information, but then he has in effect acquired it without cost.” (Arrow 1971, p.152).

I have been familiar with Arrow’s “paradox” since I was a student, but it is only now when I thought it might be useful in helping establish some definitive characteristics of “knowledge activity” that I noted a possible asymmetry here.  As Mankiw notes “the terms supply and demand refer to the behavior of people as they interact with one another in markets” (1998, p.62, italics in original)    If there is a fundamental paradox in the demand side of the market for information, would it not be reasonable to expect a corresponding paradox on the supply side?  I believe there is indeed a parallel paradox lurking on the other side of the Marshallian scissors, and that this is what it looks like;

“There is a fundamental paradox in the determination of supply of information; its cost to the supplier is not known until he has produced the information, but then he can produce it without additional cost.”

The “additional cost” aspect relates to the well known principle that information and knowledge may display public good characteristics in that the marginal cost of supplying it to an additional user may be zero, once it has been acquired.

Arrow outlined his demand-side paradox specifically in relation to inventive activity.  In such cases potential purchasers may not be able to place a value on individual R&D projects ex ante (Arrow’s paradox), while those undertaking the R&D face problems in specifying what the output will look like in advance, how much it will cost to obtain, or both (supply-side paradox).  If we paste these together, it suggests the defining characteristic of a knowledge activity is that it is not possible to specify in advance what its output will look like and/or what its value or cost will be.  The design of the Sydney Opera House displayed these characteristics to the full with both output (design) and cost calculations undergoing multiple and radical revisions in the course of the project.

If we now have a working definition of a knowledge activity, this may in turn help us establish the characteristics of a knowledge economy.  But crucially it should also help us establish what  not a knowledge economy  – for example, none of the economic activities described in Mankiw’s Robinson Crusoe economy such as catching fish, growing vegetables and making clothes are described and interpreted as knowledge activities.  It is true that Mankiw identifies technological knowledge as an integral part of economies including Crusoe’s, (1998, pp. 520, 523-24) but that is old or accumulated knowledge, it is not new knowledge acquired in the process of undertaking the activity in question. In standard textbook description of Crusoe-type economies such as Mankiw’s, Crusoe has all the knowledge required to function efficiently as both producer and consumer, there are no knowledge activities in which it is not possible to specify in advance what their output will look like and/or what their value or cost will be.  Mankiw’s Robinson Crusoe economy is not a knowledge economy.

But suppose instead we go back to original sources and observe what Defoe’s depiction of a Robinson Crusoe economy actually looked like.

Now this is where things get interesting and instead of pursuing this now, I could signpost some threads that could be pursued in the rest of the article –

Thread 1: In reality – which here means, rather paradoxically, in fiction – Defoe’s Robinson Crusoe could more properly be characterized as a knowledge economy in which Crusoe spent the bulk of his time engaged in various knowledge activities such as exploration, design, hunting, foraging, inventing, writing (his journal), signaling (for help) and teaching (Man Friday).

Thread 2:  Activities such as hunting and foraging in hunter-gatherer societies can be seen as knowledge activities, so were these early knowledge economies?

Thread 3: strip away knowledge activities from modern institutions and economies and you are not left with much. For example, Nike is entirely made up of knowledge activities such as design and marketing. So will be an interesting experiment to strip off layers of knowledge activities and see what we are left with.

Thread 4: knowledge activities can involve decision processes which take place over a prolonged period of time e.g. an R&D project, the design process for the Sydney Opera House. But in standard textbook (neoclassical) economics, a decision is not a process of generating knowledge but a choice at a point in time based on accumulated and sufficient knowledge.

Thread 5: so where have we finished up? One possible conclusion is that when we talk about “the economy” what can be described as “the knowledge economy” is a better (fuller, more accurate) representation of “the economy” than in the standard textbook models. If so the way forward is not to find new ways and tools to talk about “the knowledge economy”, the way forward is to replace inappropriate models of the economy in the economic textbooks with more accurate representations of the way “the economy” does actually work. And if that might seem an overly ambitious goal in the light of intellectual inertia, at least we should be aware of the limitations of the standard textbook tools in describing a type of economy which may not exist – and which may never have existed.

But I have not written the conclusion yet – writing this article is after all a knowledge activity in which the final output is uncertain

Arrow, K. (1971) Essays in the Theory of Risk Bearing, Chicago Ill., Markham

Defoe, D. (1995) Robinson Crusoe, London, Wordsworth classics.

Mankiw, N. G. (1998) Principles of Economics, Chicago, Dryden Press.

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