Transformation Design Watch: HBR article

Though this HBR article doesn't mention Transformation Design by name, it is hitting the TD nail on the head revealing the discipline's value in these harsh economic times. Particularly these thoughts:

"Starbucks tried to grow by selling us more junk we don't need - music, mugs, and mouse pads. That was orthodox, textbook, industrial-era strategy: grow by seizing share in adjacent markets. But it's also defunct in a world where we don't need more useless junk.

"What do we need in the 21st century -- not just as brain-dead consumers, but as global citizens? We need opportunities to grow and amplify our capabilities. For Starbucks, that might mean, instead of hawking mugs and chocolates, training baristas to teach classes in coffee-making, letting communities use Starbucks as a venue for local government, or, at the limit, training local suppliers from developing countries as Baristas in developed ones. How cool would that be? Very.

"If Starbucks wants to survive the 21st century, it must get radically experimental, learn to tap the power of network effects, shift to becoming resilient, develop and live a sense of purpose, or learn to occupy the creative high ground."

Very similar to this man's ideas.

Thanks to Seth Gray for sending this in.