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138 6 SECRETS TO STARTUP SUCCESS
uct. At the longer-cycle, broader end of the spectrum are identity-level
iterations that lead to a shift in the entire venture’s purpose and iden-
tity. A florist, for example, begins sharing space on its delivery vans
with other retailers and within a few years has morphed into a full-
fledged transportation and home delivery company. This kind of
identity shift occurs over longer time horizons and typically has a
more seismic impact than a feature-level iteration.
Figure 6-3 provides an example of how various levels of iteration
relate to one another in a typical venture. Levels shown here include
features, products/services, systems/processes, strategy, business model, and
identity. Let’s look at examples of each.
Figure 6-3. Levels of iteration.
Broad CORE IDENTITY
SCOPE / IMPACT BUSINESS MODEL
Narrow STRATEGY
SYSTEMS /
PROCESSES
PRODUCTS /
SERVICES
FEATURES
Short Long
CYCLE TIME
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