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Eddie Yoon clip #1 for Long-Term Strategic Planning Conference

Name: Eddie Yoon clip #1 for Long-Term Strategic Planning Conference
Uploaded: 2024-06-11T20:49:02+00:00
Duration: 52 s
Channel: Francis Wade
Description: In this clip, Eddie Yoon challenges the dominant paradigm taught in business schools that strategy is fundamentally about competition, a view he traces…

11 Jun 2024 · 1 min

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In this clip, Eddie Yoon challenges the dominant paradigm taught in business schools that strategy is fundamentally about competition, a view he traces back to military thinking. He argues that pursuing incremental market‑share gains—especially moving from a high share like 48% to 49%—is costly and often irrational. Instead, Yoon advocates for a strategy of creating entirely new offerings or markets to achieve dominance, illustrating his point with the example of Anheuser‑Busch, where the focus shifted from winning beer‑market share to solving a different, more valuable problem. The talk calls for a fundamental shift from competing within existing markets to innovating new ones.

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99% of what we are all taught in business schools by academics through the best consulting firms out there, all strategy is rooted in competition. And the reason being is that most of strategy thinking comes from the military, where the only way to, uh, find success is to win. Absolutely right. And so we just have to realize that we are wired to compete. And that when you have a 48% market share, it's really expensive to get that 49th share point. And that even if you're, you know, you have a low share in the market, it still doesn't make any sense to compete rather than to create something entirely different, new, and to dominate that. And that's exactly what we did with Anheuser-Busch. What we realized was that winning share in beer wasn't the key important problem to solve.