Author

C. K. Prahalad

16 key ideas across 2 books, each explained in our own words.

Competing for the Future

IDEA 1
Companies must compete for the future
Hamel and Prahalad argue that companies spend too much effort cutting costs and restructuring for today's markets. Instead, they should imagine tomorrow's industries and position themselves to lead them. Winning tomorrow needs thinking about it today.
IDEA 2
Core competences are key
The authors describe core competences, the collective skills and knowledge that let a company create many products. Companies should build and use them. In the authors' view, a company known for one deep skill can use it in many different products, and not just in one.
IDEA 3
Strategic intent sets direction
The authors describe strategic intent, an ambitious long-term goal that inspires an organisation. It guides decisions. In the authors' view, a goal that people believe in gives them a reason to work together, and it points the whole company in one direction.

IDEA 1
The poor are a huge market
Prahalad argues that billions of poor people around the world, at the bottom of the economic pyramid, form a large and overlooked market. Companies that serve them well can earn profits while improving lives.
IDEA 2
The poor are not just victims
Prahalad urges seeing the poor as consumers and entrepreneurs, not only as recipients of charity. They want quality and value. In his view, treating them as capable customers respects their choices, and companies that listen to them can build better products.
IDEA 3
Small packs make products affordable
Prahalad describes companies selling products like shampoo in single-use sachets. Small sizes make them affordable. In his view, because poor families often buy with the little cash they have on a given day, a smaller, cheaper pack suits them.

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