The ever fascinating John Hagel of EdgePerspectives has a new article out in Harvard Business Review called Shaping Strategies.

He suggests that shaping perceptions about the attractiveness of markets may be a more effective reponse to uncertainty than trying to adapt a business model.

The article explores examples of successful shaping strategies in industries as diverse as shipping, apparel, financial services and high tech.

Hagel claims that 3 key elements come together in these strategies;

1. a compelling shaping view to provide focus for investment by participants

2. a powerful shaping platform that provides economic leverage for participants

3. a set of acts and assets by the shaper to communicate conviction and capability to potential participants.

As Hegel makes clear, not everyone can be a shaper, but all companies need to make explicit choices on this front. If they choose not to be a shaper, they need to understand the shaping strategies that are in play in their relevant markets and make choices about what role to play in the shaping strategies of others.

You can download the article here