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How Outsiders Become Game Changers

Ferriani, S. ORCID: 0000-0001-9669-3486 and Cattani, G. (2021). How Outsiders Become Game Changers. Harvard Business Review,

Abstract

Coco Chanel, Steve Jobs, and Katalin Karikó were outsiders whodefied the odds and produced revolutionary innovations. How do such outsiderssucceed when so many others fail? The authors’ research uncovered four factors:(1) The outsiders were not outliers; they belonged to the system but hadn’t losttouch with its fringes. (2) An outsider had at least one insider who was willing tovouch for his or her ideas or abilities. (3) Outsiders leveraged “fracture points” — such as the death of a major gatekeeper. (4) Instead of just viewing their innovation as a technical challenge, they see it as a marketing challenge.

Publication Type: Article
Additional Information: This article has been published in Harvard Business Review. All rights reserved.
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HB Economic Theory
H Social Sciences > HM Sociology
Departments: Bayes Business School > Management
Date available in CRO: 27 Aug 2021 09:13
Date deposited: 27 August 2021
Date of acceptance: 3 August 2021
Date of first online publication: 5 August 2021
URI: https://openaccess.city.ac.uk/id/eprint/26650
[img] Text - Published Version
This document is not freely accessible due to copyright restrictions.

Official URL: https://hbr.org

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