The first important point from the talk was to explain the difference between “core and “context” in software (and business in general) tasks.  The “core” is what makes you different from your competition. The context is everything else. The problem is that the context always dilutes your actions.

Then followed an explanation about what Geoffrey calls :

-          The differentiation: what makes money (put everything you got in it)

-          The neutralization: what makes you stay in the game (so just be “good enough” for those)

These points are important, because in order to innovate, the costs/time of the team need to be wisely balanced. In a typical project the “return of innovation” is as follow:

(see return on innovation.png) 

The source of waste is mainly:

- A differentiation project that hasn’t been far enough

- A neutralization project that go beyond “good enough”

Then followed a discussion on the market maturity and the implication on your business (early adopters, growth, maturity and decline)

Summary:

1)      Pick your core

2)      Invest more in it

3)      Tilt

4)      Be ruthless with context!