Upstream 2.0 Platform Marketing

Part 2, “Hack & Clone Fire”: The Superpower Pattern & Adoption Lifecycle of Ingredient Innovator Dominance

Joseph Bentzel, Platformula1

Hack & Clone Fire: The Superpower Adoption Pattern

Microsoft’s OS became the critical ingredient inside the IBM PC that fueled the rise of the PC clone industry including Dell, Compaq and others. Thus Microsoft became the primary beneficiary of a market IBM created.

The Superpower Pattern: Google

Google’s upstream market hacking success, i.e. their search agreement with Yahoo in 2000, followed by similar agreements with other portals and broadband ISPs, was critical to their growth and emergence as a web superpower.

1. The Superpower Pattern is a Universal Growth Model

New breed cloud/mobile software leaders like New Relic embed themselves as critical ingredients in their partners’ offerings, triggering the Superpower Pattern.

2. The Superpower Pattern is Not Dependent on a TALC Adoption Model

In the XaaS (anything as a service) economy, there are multiple modalities of “Partner @ the Core” distribution that can help a startup unleash the Superpower Pattern in their business and target market.

3. “Non-Strategic” Partnerships Often Trigger the Pattern

Tableau Software embeds business intelligence functionality in scores of partner apps and services. They have built a powerful, market leading position based on closing a feature/function gap in their partners’ products.

Joseph Bentzel, Platformula1 founder, is a specialist in “Partner First” growth marketing for cloud, mobile, XaaS, & IoT innovators.

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