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In his 2000 book ‘Living on the Fault Line’, high-tech guru Geoffrey Moore (of ‘Crossing the Chasm’ fame) makes an eloquent case for corporations to focus on Core and outsource Context. In Moore’s view, Core are the activities that directly affects the competitive advantage of an organization, in other words differentiate it from the competition. All other activities, and those are often the bulk of an organization, are Context. The important message, of course, is that one should outsource its Context and focus its best and brightest on its Core. The good news is that one company’s Context is another company’s Core. An example is the paper multiplication industry. Having a photocopy machine at work is handy, but once a manual needs to be reproduced for customer ship wouldn’t you rather go to Kinko’s. They pick up and deliver your materials, keep their machines humming 24 hrs a day, and are a lot cheaper than you burning the midnight oil changing your office copier’s toner. The time saved should be used on planning your next product.
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