The most successful companies in today’s world are Value Hackers. Value is what people get to resolve their problems and enjoy life, in return for a price. Hacking is creative problem solving, the soul of the inventiveness of hacker culture. Therefore, the exceptional success of Value Hackers is explained by their ability to solve people’s problems by creating singular solutions instead of competing to improve existing ones.
Airbnb, Alibaba, Apple, Didi, Facebook, Google, Instagram, LinkedIn, Microsoft, Netflix, Nike, Salesforce, Spotify, Tesla, WeChat, WhatsApp, Xiaomi, Uber, YouTube, and Zara are great examples of the distinctive group of successful Value Hackers that have developed their own infinite games and have changed the rules of business over the last few decades.
People perceive these brands as life assistants that ultimately become part of their daily habits and lifestyle. They create singular and serendipitous experiences, which motivates and helps people to improve their wellbeing and self-realization.
They digitalize and connect all required products and services into experiential ecosystems that deliver singular customer experiences at scale by making artificial intelligence work symbiotically with humans.
They are heavyweights in the rankings of the best places to work. They are recruiting the best talent over the world and generating hundreds of thousands of high-paying jobs. They are imbued with a strong entrepreneurial culture and new leadership principles. They are structured using unorthodox organizational schemes. They develop thousands of collaboration schemes with different kinds of partners.
They generate tremendous cash flows through exponential economics that mutually reinforce growth and return to scale. Thus, they generate the highest valuation multipliers and have earned the trust of the most important investment funds on the planet, as well as millions of individual investors.
In a nutshell, they are changing the world for the better by thinking differently, breaking orthodoxies, and first and foremost, reinventing ‘business as usual‘ through game-shaping strategies.
Why are Value Hackers able to shape their own infinite games and rules? Why are they able to seduce millions of customers, employees, partners and investors? Why do they outperform other companies which are bigger, better qualified or better funded? Why have none of the recent great digital inventions been led by any of the incumbents in each sector?
Challenged by these paradigmatic questions, Value Hacking is my last book that analyzes Value Hackers’ strategy and way of doing business. This exercise led me to make a discovery that profoundly changed my understanding of why some firms are able to drive creative and impactful strategies when others are not: Markets can be ideated and created like any other human-made social organization and tend to evolve into complex and adaptive networked systems. Therefore, business is an infinite game played in ever-changing conditions where immortal companies shape, scale and dominate their own markets by hugely improving the way people live and work.
Therefore, the line of thinking of Value Hacking is radically different from the competition-based legacy framework, and opens up new options for playing the game of business enabled by today’s advanced technologies. If your company is operating in a mature environment with diminishing growth and profitability, you don’t have to accept this game and adapt accordingly. Just as you shouldn’t accept the players of a game as fixed, you shouldn’t take what they bring to the game as fixed, either. You must shape, scale and dominate your own game.
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The full-stack strategic framework to shape, scale and dominate your own billion-dollar game in the digital era