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"It's a common refrain in executive suites these days: "We need a new narrative." It's not enough any more to say "we make widgets." With changes happening so quickly from so many directions - competition, regulation, technology, talent, customer behavior - it's easy for one's story to become generic or outdated. You want a story that inspires employees, excites partners, attracts customers, and engages influencers. A story that is concise but comprehensive. Specific but with room to grow. One that defines the company's vision, communicates the strategy, and embodies the culture. The natural step is to give the assignment to an agency. Most branding firms will come back with a tagline and positioning statement. Most advertising agencies with creative treatments and marketing campaigns. Most PR firms with messaging and communication plans. These are useful tactics but aren't the kind of strategic narrative you are looking for. A strategic narrative is a special kind of story. It says who you are as a company. Where you've been, where you are, and where you are going. How you believe value is created and what you value in relationships. It explains why you exist and what makes you unique. This doesn't come out of the usual competitive landscape, customer interviews, and whiteboard sessions. It takes a different approach and a shift in thinking led by the leadership team. "

"One of the oldest business models in the world is using new technology to trample traditional businesses, drive innovation, and create new and immense sources of value. Matchmakers, the subject of our new book, make it easy for two or more groups of customers, like drivers and riders in the case of Uber, to get together and do business. They operate platforms that make it easy and efficient for participants to connect and exchange value. Unlike traditional businesses, they don't buy inputs, make stuff, and sell it. Instead, they recruit participants, and then sell each group of participants access to the other group of participants. The "participants" are the "inputs" that they use to produce the intermediation service they provide. Today, we're living in the matchmaker economy. It is a bigger and more pervasive part of our lives than many imagine. Three of the five most highly valued companies in the world - Apple, Google, and Microsoft - make much of their profits from connecting different groups, like developers and users in the case of Apple. So do seven of the most valuable unicorns - startups worth more than $1 billion in their latest funding round - such as Uber, Airbnb, and Flipkart. And then many other companies that have IPO'd in the last decade, like Visa, which connects cardholders and merchants, and Facebook, which connects friends, advertisers, and developers. And it's not just these humongous companies. Westfield Malls operates shopping malls that help retailers and shoppers to get together. Then there are all the ad-supported media that troll for eyeballs so they can sell them to marketers. In fact, if you think about, as a consumer and a worker, you probably use multiple matchmakers throughout your day, from the operating system on your phone, to an exchange for trading stock, to a dating app for finding a mate. The firms that make up the gig economy and the sharing economy - the new darlings - are matchmakers t

"Uber, the car-sharing service, has become ubiquitous. It's now a multi-billion-dollar global business. It's even become a noun of sorts - uberization - which people use to describe a disruptive change to a staid industry ripe for innovation (though, to be sure, the popularization of the word "disruptive" means that it is often used in ways that the concept's author, Clay Christensen, didn't intend). But I would argue that the real reason Uber is disruptive is because it is reshaping how we can think about organizing people, not cars. Uber has shown how you can actually empower many thousands of people to self-organize to tackle a task (shuffling people to their destination in this case) without the preplanning that is the norm in traditional enterprises. Put another way, Uber's business model extends a very complex supply chain beyond the boundaries of a corporation in a way that creates real results without any planning in advance. That is a remarkable example of how technology will reshape how we organize to get work done at scale in the future. For context, I worked at Delta Air Lines for many years before I joined Red Hat, the open source software provider where I am now CEO. When I was at Delta, we spent enormous resources in terms of time and money on planning. Airline operations are a huge optimization challenge. There are hundreds of planes, thousands of pilots, flight attendants, mechanics, and ground crews that must be properly deployed for the system to work efficiently. We needed to process reams of data using expensive and sophisticated software and computers to predict demand, know the capabilities of each aircraft type, and to understand each work group's constraints. We also had an army of PhD-caliber people whose full-time jobs involved figuring out this puzzle in a way that we could still make money. Uber's value chain has a similar optimization challenge - it needs to deal with variable demand, thousands of drivers,

"n the race to get the check in hand, most entrepreneurs don't do in-depth due diligence - or any due diligence - on the venture capital (VC) firms they pitch. Founding teams eager to raise capital to grow their companies enter into long-term partnerships with VC firms they don't know well. It's a risky strategy that can leave startup CEOs in mis-aligned partnerships with unrealistic expectations. To better understand their investors, entrepreneurs should start by asking these four questions: What is the VC's track record?"