Rule Change Examples

• Frans demonstrates how rules can change with the story of Nokia. At one point it was the dominant cellphone maker. When the iPhone hit the market in 2007 and Google soon followed with its Android operating system, Nokia saw smartphones as niche products and paid a heavy price. Another story features the Google founders who tried to sell their search engine for a measly $1 million only to be told no deal by Yahoo and others. In both cases all their experience with cellphones and search engine did not help them see how things were going to change. In the case of Starbucks, however, success seems to be built on a number of innovations that combined to create success rather than just one thing.

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