Same AI, Three Horizons: Why the Application Decides the Innovation
AI models are a great innovation. Using them rarely is. The three horizons show why the application, not the technology, decides the innovation.
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Dominant Logic in the Car Industry: Why Companies Hold On to Broken Assumptions
Why do carmakers cling to broken assumptions? Data on German car boards since 2012 shows how dominant logic lives in the people at the top.
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Broken Assumptions: How Good Strategy Rebuilds a Business Model
When an assumption behind a business model breaks, most companies respond with bad strategy. This post argues that broken assumptions are the best possible starting point for good strategy, provided they are treated as a diagnosis. It applies Richard Rumelt’s kernel of good strategy – diagnosis, guiding policy, coherent actions – to the four elements of the business model, which…
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Your Business Model Runs on Assumptions You Stopped Seeing
Every business model rests on assumptions about the world it operates in. The trouble starts when those business model assumptions stop being recognisable as assumptions and quietly turn into certainties. This post begins with Drucker’s account of that mechanism, then shows two sets of assumptions failing under measurement in a single year: the geopolitical order that supplied us with energy,…
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AI@Strategy Conference 2026: The Programme, the Sessions, and the Business Model Question
The AI@Strategy Conference 2026 takes place in Munich on 7 and 8 October, organised by the Chair for Strategy and Organization at TUM School of Management. This post describes what the programme covers, names five sessions I find worth attending, and argues that its subject throughout is the organisation rather than the business model. Education is the main case: the…
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Novo Nordisk Business Model: 6 Lessons Every Incumbent Can Learn from the Obesity Market
This piece was first written in December 2025, when the debate about Novo Nordisk was still framed as a race for the better molecule. It has been rewritten with the figures from the half-year report of August 4, 2026, and with a different question at its centre. The question is not whether Novo was too slow. It is whether the…
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