Lucy said calmly, "I'll give you an example first, a very representative example, do you know Kodak?"

"You know, before the popularity of digital cameras, people used film cameras, and Kodak was the largest and most well-known film company in the world. I remember when I was in middle school, there was a Kodak photo studio near the entrance of our school, and everyone would go there if they wanted to take pictures or wash photos, and we had a good impression of that store at that time. Sadly, that store closed down a few years ago. As for Kodak, as soon as digital cameras became popular, they quickly collapsed, as if they declared bankruptcy in 2012. ”

"Yes. It is a very typical case of new technology subverting old technology and new products subverting old products, disruptive digital technology subverting film technology, and disruptive digital cameras subverting film cameras. However, what many people don't know is that the digital technology that ultimately disrupted Kodak was the first to be developed by themselves. ”

"Ah, that's how it is!" Xu Xincheng shouted with some surprise.

In 1975, Steven J. Sasson, an engineer at Kodak's Applied Electronics Research Center, developed the world's first digital camera. This digital camera uses magnetic tape as a storage medium and has 10,000 pixels. Since then, they have continued to make new advances in research and development, and by 1991, Kodak had developed a 1.3 million pixel digital camera. In those years, they were far ahead of any other company in the world in terms of digital technology. However, even then, they will not be able to break through the 'innovator's dilemma'. ”

"Oh my God! How could that be? If they're so many years ahead of other companies in digital technology, and they've developed such high-end products, even high-resolution digital cameras, why don't they use their own sales channels and networks to vigorously promote and sell?"

"The reason why their digital technology and digital cameras have never developed is because they were born in the old value network, and Kodak's old value network eventually stifled their growth, and the reason why they can develop in other enterprises is because they grow in the new value network, and the new value network provides them with a good living environment. ”

"Ah?!" Xu Xincheng was surprised, but he still didn't understand too much, "Why is that happening?" Also, even if the CEOs and senior executives of Kodak Company were not aware of the crisis at the beginning, they could have taken remedial measures when the digital technology and digital cameras of other companies developed, and when the popularity of digital cameras obviously affected their company's sales, why was it still eliminated by the market in the end?"

"In those years, what happened inside their company is more verbose, if you are interested, you can go to the Internet to check the information yourself, in the past two years, a lot of their company's internal information has been made public. ”

"Okay. Their case is indeed worth a good look at it. ”

In fact, the situation at Nokia is similar, when Company A's smartphone was launched in 2007, some of their company's executives sensed the threat of smartphones and began to take some measures. However, as I just said, they are firmly bound by the old value network, and they have to pay dozens or even hundreds of times more manpower, material and financial resources for the same technology research and development and product development.

Although they also developed and launched several smartphones around 2009, the performance and cost performance of those mobile phones are very poor, and they have already been left far behind by new companies such as Company A in the ever-growing smartphone market. What happened later has been witnessed all over the world, in just three or four years, the former number one hegemon in the mobile phone industry quickly decayed, and finally collapsed. ”

Xu Xincheng frowned slightly, shook his head, and said with emotion: "This matter is really worth pondering! Especially the Kodak company, they are too worthless, digital technology and digital cameras are obviously the first to be developed by them, but they are ......."

He paused and thought of an important question, "Lucy, is an example like Kodak's universal or just accidental?"

"It's universal. ”

"Huh, how could that be?"

The reasoning and reasons for this are more complicated, and they are explained in detail in the book "The Innovator's Dilemma", if you are interested in knowing more, you can read the book. ”

"Oh, okay, I'll take a hard look at it, and I'll be sure to figure out the reason and why. ”

Here, I can draw an analogy with a phenomenon in nature, and you will understand it as soon as you hear it. ”

"Oh. ”

"Once a tree grows, it grows bigger and bigger, and grows bigger and bigger, until it grows into a towering tree. Have you ever noticed the phenomenon that under the shade of a towering tree, a second towering tree cannot grow? ”

Xu Xincheng's eyes widened suddenly, and he had a sense of epiphany in his heart, and he suddenly said, "Yes! That's right." ”

"We can do an experiment. Sequoia trees can grow up to 100 meters tall and banyan trees can grow up to 20 meters tall.

Even if we plant the seed of a red shirt tree under the tree of a big banyan tree, even if we try to let it take root and sprout there and grow into a small sapling, but because the shade of the big banyan tree shades most of the sunlight, and most of the nutrients and water in the ground are robbed by the big banyan tree, even if the small sapling of the red shirt tree has the growth potential to grow into a 100-meter-tall towering tree, as long as it is under the shade of the big banyan tree, it will never grow. ”

Xu Xincheng nodded violently and said loudly: "Oh my God! This analogy is really wonderful, really wonderful. Yes, under the shade of a towering tree, a second towering tree cannot grow. ”

At this time, his brain was running rapidly, much smoother than before, and he felt as if there were several key nodes in his brain that had been opened, and it felt really good.

A wise man said that all great truths, whether in life or work, whether in life or society, can be found in nature. The natural phenomenon of towering trees is very ordinary, but Lucy uses such an ordinary natural phenomenon to illustrate such a profound and complex enterprise development principle. Oh my God! that's wisdom, Lucy's wisdom.

At this moment, another very important thought suddenly broke into his mind, and he hurriedly asked: "Lucy, in the future, our company will also face the 'innovator's dilemma', so what should we do in the future?"