Case the nightmare competitor of corporate functions

2. Rocking Business Innovation | 2© NC-Creators Can corporate functions be threatened by Nightmare Competitors? The head of a corporate function asked us this question. She had participated in an Nightmare Competitor assignment to come up with new business ideas for her company and also wanted to look at her department through a different lens. She asked us to develop potential Nightmare Competitors for her General Counsel. The questions to be answered were: What Nightmare Competitors could satisfy our internal customers with offerings we do not provide today? Which of our internal clients would such a Nightmare Competitor address? How would his set-up differ from ours? Could such a Nightmare Competitors replace us? What do we need to do to be first?

3. Rocking Business Innovation | 3© NC-Creators Ensure compliance Risks evaluation & avoidance Legal reporting Litigation Contract management Lawyers Engagement of law firms Autonomy Lump sum cost allocation High Importance Medium Importance Low Importance Conventional General Counsel Customer: All other functions General Counsels are set-up to take care of all legal aspects relevant for their organization

4. Rocking Business Innovation | 4© NC-Creators A Bargain Nightmare Competitor would focus solely on legal assignments that bare room for efficiency gains Automation/ Empowerment Load sharing between companies Offshoring/use of non-lawyers Legal reporting Engagement of law firms Autonomy Lump sum cost allocation Lawyers Ensure Compliance Contract management Risks evaluation and avoidance Litigation/ take action Decomposition of cases (Lower) Cost/ case High Importance Medium Importance Low Importance Bargain NC Customer: Internal Clients with tight budgets Conventional General Counsel Customer: All other functions

5. Rocking Business Innovation | 5© NC-Creators A Unique Value Nightmare Competitor would focus on helping internal clients to seize opportunities Ensure compliance Risks evaluation & avoidance Legal reporting Litigation Contract management Lawyers Engagement of law firms Autonomy Lump sum cost allocation Seizing opportunities Lawyers with business (innovation) background Reporting illustrating opportunities Strong online and data management competence Partner in strategic decision making Own integrity standards High Importance Medium Importance Low Importance Unique Value NC Conventional General Counsel Customer: All other functions Customer: Units dealing with Business Innovation

6. Rocking Business Innovation | 6© NC-Creators We also saw a chance for a Choice NC making the market for legal services transparent. Internal Customers could easily find specific legal support outside the company Unique Value NC Bargain NC Choice NC Ultimate Want NC Access NC • The bored ones • The ones who need new kicks • The established spend a lot on marketing but customers are nevertheless not loyal • Offers an altered product in a proprietary system • Tesla, Apple, Zara, Starbucks • The overshot • Notorious penny pinchers • Industries compete on the frequency of product launches and functionalities • Reduces the offerings, streamlines processes • Fosters modularity and reusability • Cuts marketing cost • Ikea, Aldi, SpaceX, Ryanair, Motel One, Mindray, Dacia • The ones who see choice and transparency as parts of their fundamental rights • Industries are not ready to grant the choice customers expect • Provide a platform comprising the offerings of the important market players • Amazon, Craigslist, Pairship, Moovel, AutoScout24, Uber, Expedia, Agoda, Alibaba, kloeckner.i • The ones who see the industry’s offering as workarounds • The industry is extremely product oriented • Provide a service or a product designed from the customer backwards • Dürr, Kuka, SolarCity, Webasto, Amazon Elastic Cloud Compute, Red Bull, Spotify, Double Robotics • The ones overlooked or purposely not addressed by the industry • Industries do not question the boundaries of their customer definition anymore • Designs a business model that allows to give the excluded access • Kieser, Nintendo, Waymo, klickrent, Airbnb, NetJets, Drivy Targeted customers: Sees his chance when: What he does: Role Models:

7. Rocking Business Innovation | 7© NC-Creators We also saw a chance for an Ultimate Want NC enabling clients to make decisions without a need to consult a General Counsel Unique Value NC Bargain NC Choice NC Ultimate Want NC Access NC • The bored ones • The ones who need new kicks • The established spend a lot on marketing but customers are nevertheless not loyal • Offers an altered product in a proprietary system • Tesla, Apple, Zara, Starbucks • The overshot • Notorious penny pinchers • Industries compete on the frequency of product launches and functionalities • Reduces the offerings, streamlines processes • Fosters modularity and reusability • Cuts marketing cost • Ikea, Aldi, SpaceX, Ryanair, Motel One, Mindray, Dacia • The ones who see choice and transparency as parts of their fundamental rights • Industries are not ready to grant the choice customers expect • Provide a platform comprising the offerings of the important market players • Amazon, Craigslist, Pairship, Moovel, AutoScout24, Uber, Expedia, Agoda, Alibaba, kloeckner.i • The ones who see the industry’s offering as workarounds • The industry is extremely product oriented • Provide a service or a product designed from the customer backwards • Dürr, Kuka, SolarCity, Webasto, Amazon Elastic Cloud Compute, Red Bull, Spotify, Double Robotics • The ones overlooked or purposely not addressed by the industry • Industries do not question the boundaries of their customer definition anymore • Designs a business model that allows to give the excluded access • Kieser, Nintendo, Waymo, klickrent, Airbnb, NetJets, Drivy Targeted customers: Sees his chance when: What he does: Role Models:

8. Rocking Business Innovation | 8© NC-Creators Go to slideshare.net to download core elements of the Nightmare Competitor Approach

Case the nightmare competitor of corporate functions

Case the nightmare competitor of corporate functions

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