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December 20, 2024

The Linear Model is Dead

For decades, businesses competed by optimizing supply chains — cutting costs, speeding up production, and delivering products efficiently. That model worked when industries were stable and technology moved at a predictable pace.

The focus was on defining a market, developing and positioning a brand, then optimising operations to maximize returns. Firms often had large R&D departments and innovation was principally driven internally.

But things have changed. Customers expect more. Technology is evolving faster than companies can adapt. Industries are blending, and boundaries between markets are disappearing.

From Single Firm To Ecosystems

Few firms now possess the capabilities to innovate alone due to the sheer breadth of technologies, resources, and cross-disciplinary expertise required to address today’s complex challenges and rapidly evolving markets.