| A | B | C | D | E | F | ||
|---|---|---|---|---|---|---|---|
1 | Name | Category | Genesis | Custom | Product (+rental) | Commodity (+utility) | |
2 | Ubiquity | Characteristics | Rare | Slowly increasing consumption | Rapidly increasing consumption | Widespread and stabilising | |
3 | Certainty | Characteristics | Poorly understood | Rapid increases in learning | Rapid increases in use / fit for purpose | Commonly understood (in terms of use) | |
4 | Publication Types | Characteristics | Normally describe the wonder of the thing | Build / construct / awareness and learning | Maintenance / operations / installation / features | Focused on use | |
5 | Market | General Properties | Undefined market | Forming market | Growing market | Mature market | |
6 | Knowledge management | General Properties | Uncertain | Learning on use | Learning on operation | Known / accepted | |
7 | Market perception | General Properties | Chaotic (non-linear) | Domain of experts | Increasing expectations of use | Ordered (appearance of being linear) / trivial | |
8 | User perception | General Properties | Different / confusing / exciting / surprising | Leading edge / emerging | Common / disappointed if not used or available | Standard / expected | |
9 | Perception in industry | General Properties | Competitive advantage / unpredictable / unknown | Competitive advantage / ROI / case examples | Advantage through implementation / features | Cost of doing business / accepted | |
10 | Focus of value | General Properties | High future worth | Seeking profit / ROI? | High profitability | High volume / reducing margin | |
11 | Understanding | General Properties | Poorly understood / unpredictable | Increasing understanding / development of measures | Increasing education / constant refinement of needs / measures | Believed to be well defined / stable / measurable | |
12 | Comparison | General Properties | Constantly changing / a differential / unstable | Learning from others / testing the water / some evidential support | Feature difference | Essential / operational advantage | |
13 | Failure | General Properties | High / tolerated / assumed | Moderate / unsurprising but disappointed | Not tolerated, focus on constant improvement | Operational efficiency and surprised by failure | |
14 | Market action | General Properties | Gambling / driven by gut | Exploring a "found" value | Market analysis / listening to customers | Metric driven / build what is needed | |
15 | Efficiency | General Properties | Reducing the cost of change (experimentation) | Reducing cost of waste (Learning) | Reducing cost of waste (Learning) | Reducing cost of deviation (Volume) | |
16 | Decision drivers | General Properties | Heritage / culture | Analysis & synthesis | Analysis & synthesis | Previous experience |