Value Migration is something that all industries have to cope with.The challenge is to Steer the Current whilst creating the Playbook for the Future! MR Players need to find their Value Arbitrage to thrive!

1. + Muder Chiba

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The Middle
 Environmental forces shape the pressures that come to bear
on an industry
 Players originally migrate to the middle in pursuit of a
superior ‘value’ proposition and an eventual ambition to move
to the top of the value chain.
But the middle becomes over-crowded as it is the
most attractive space in the short term. With the
lowest entry barriers.
Muder Chiba
Outcomes and Causal factors
intertwine to create the vortex

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The Players’ Dilemma
Market Players contribute to the collapse by :
 Staying too long in the middle
 Outsourcing away the craft skills
 Pipe-dreaming the High Value-end
 Chasing short-term profit humps
 Commoditizing their brands
 Mis-reading value migration pathways
Muder Chiba
Playing the Current whilst creating a
Playbook for the Future

4. +
Essential Question for MR Players
Where is your Value Arbitrage ?
Muder Chiba

5. +
Muder Chiba
Wisdom
Efficiency
Where is your Value Arbitrage ?

6. +
Muder Chiba
Creative Thinking
Critical Thinking
Where is your Value Arbitrage ?

7. +
Muder Chiba
Value
Volume
Where is your Value Arbitrage ?

8. +
Muder Chiba
Design
Engineering
Where is your Value Arbitrage ?

9. +
Muder Chiba
Multiplicative Thinking
Additive Thinking
Where is your Value Arbitrage ?

10. +
Muder Chiba
Craft
Assembly
Where is your Value Arbitrage ?

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Muder Chiba
“ For new corporate giants—such as
Google and Facebook—a concern with
steering value their way seems to have
underpinned their strategies. These firms
do not compete in a sector; they
work on a sector, they shape their sector.
They do not offer a value proposition; they
push value to their part of the ecosystem.”
https://hbr.org/2013/07/how-to-drive-value-your-way
Shape the Future

12. +
Muder Chiba
Shape the Future
I skate to where the puck is
going to be, not where it has
been.
- Wayne Gretzky

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Action
1.Map your Value
2.Visualise Future
Value flows
3.Arbitrage specific
Positions
Muder Chiba
Where is your Value Arbitrage ?
Shape the Future

14. +
muder.chiba@gmail.com
http://www.slideshare.net/MuderChiba/market-
research-is-dying
http://www.slideshare.net/MuderChiba/7-
timeless-marketing-research-blunder
s
http://www.slideshare.net/MuderChiba/marketin
g-research-the-yin-and-the-yang
http://www.slideshare.net/MuderChiba/the-
battle-for-your-decision-deterministic-vs-
probabilistic
http://www.slideshare.net/MuderChiba/the-
essential-business-of-big-mr
Shape the Future