“AI is changing the cost and availability of expertise, and that will fundamentally alter how businesses organize and compete,” said “Strategy in an Era of Abundant Expertise,” a Harvard Business Rreview (HBR) article by Harvard Business School professor Karim R. Lakhani and Microsoft corporate strategists Bobby Yerramilli-Rao, John Corwin, and Yang Li. At its most basic level, a business can be thought of as a bundle of expertise organized to accomplish specific tasks for competitive advantage. The evolution of this expertise defines the evolution of the business.
The article defines expertise as “a combination of deep theoretical knowledge and practical know-how in a specific domain.” Expertise can take many forms, such as deep subject matter knowledge in a specific field, — like manufacturing, software engineering, or a medical specialty, — and the skills needed to successfully run a business, — e.g., marketing, sales, operations, finance. “Companies create value by applying their expertise efficiently at scale to solve problems for their customers. Typically they possess it in a variety of areas, but most differentiate themselves through their unique proficiency in just a handful of activities that are fundamental to how they create competitive advantage.”
While critical to a company’s success, keeping up with technological advances can be quite challenging for two key reasons. First, expertise is constantly expanding, making it difficult to stay abreast of advances and insights in a competitive global marketplace. And second, the cost of accessing that expertise is constantly falling, lowering the barrier for new, fast moving competitors. The interplay between these two forces, — “the increasing amount of expertise required to create value and the decreasing cost of accessing that expertise — shapes companies and affects the scope of their operations.”
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