I think you can see a number of traditional enterprises experimenting with this idea. Take a look at USAA’s Home Circle and Auto Circle services and you can see a tight-knit ecosystem of suppliers feeding data and capability into USAA’s offer. Look at Forbes and its new community of 800 writers. Or Expedia converting its affiliate network to a hyper-channel partner ecosystem. American Express too is now thinking about its members and merchants as a commerce ecosystems. So short answer is that MANY established companies are thinking about it.
And how so?
Letting go of the old means thinking of your company as a platform for other people’s activities.
Ask yourself, what groups do you naturally connect or could connect?
The current constraints on scale are capital investment and new hires, so what you want to be aiming for are strategies that do not revolve around these two resources.
Good food for thought on the topic of scale… His book is an interesting reading covering many global brands and how they are acting elastic.