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Slide 19 of 24

JAN: I'll take my last words on this subject by going back to Moore.....He outlines both cooperative and Competitive challenges. They certainly fit with the work we are doing in ADEC and I hope they speak to many of you as well: at different times we all act as leaders, or followers or customers. Cooperative Challenge for Leaders: Provide a compelling vision that draws allies to your leadership and provides a continued central place for your own innovative initiatives. Competitive Challenge for Leaders: Block the leadership challenges from within the ecosystem....countering visions that run along different paths from your own and reinforce innovative contributions that would diminish the value of your own initiatives.

Cooperative Challenge for Followers: Align yourself with a winning direction...so that you can co-evolve rapidly, while avoiding lost investment by moving toward futures that won't materialize. Competitive Challenge for Followers: Block other organizations attempts to clone your contributions and/or to join with opposing leadership and visions that could make your contribution less valuable.

Cooperative Challenge for Customers: Help work with key players to shape the value created by the ecosystem. Competitive Challenge for Customers: Become a savvy buyer, resist excessive dependence upon other members of the system and insist that the overall ecosystem structure reflects substantial consumer interest.



KAYE: