Lessons from the edge. What does it mean and why does it get its own category?

In the world of innovation, there is a concept of the core-edge relationship. The core simply refers to the center but can relate to competencies, demographics and intent (and much more really). To illustrate the core concept, think of Smith and Wesson. Their core competency is the design and manufacturing of hand guns. Or look at the Internet, whose core demographic is the user group aged 18-32. Next we can look at a tool, like the screwdriver, the core intent to provide a mechanism to twist spiral threaded fasteners into place.

So, what then, would the edge be? Taking our three examples, lets see if we can find the edges, or at least an edge, that's interesting.

Smith and Wesson, renowned for making handguns, understands as good as, or better than, anyone how to safely handle guns. With the testing, the packaging and selling, they have become experts on gun safety. We would call that an edge competency. The Internet has a very limited user group that is less than computer literate aged 55 and over. That would be an edge demographic. And last but not least, the common screwdriver has unique abilities as a lever, a hole punch or pry-bar. These would be an edge intent. Or as the manufacturers call it, for warranty purposes, an unintended use.

So why is understanding the core-edge relationship important? Simple. Understanding the edge is often a great opportunity for a new business, product or service. S and W offers gun safety courses, leveraging their edge competency in firearm safety. Their are new products being released targeted to the non-computer literate seniors like flickr-driven picture frames and email-only devices that act like a combination of old-style typewriter and fax machine. And, the obvious solution to broken screwdriver blades, the pry bar!

There are many examples of innovating from the edges and it seemed like the perfect subject to take up in a unique category. So, this is really just an introduction to the category called Edge Lessons.

Enjoy!