Chapter 3: Technology Discipline

In Chapters 1 and 2, we discussed the arc of the book and the first growth discipline of knowledge, respectively. In this chapter we discuss the movements of knowledge to technology space and of technology to building block space, and finally to bundles space. This chapter also provides state-of-the-art taxonomy of technologies and develops and provides illustrative examples of technology discipline useful for organic growth.

In Fig. 1.2 we introduced the five-level value creation framework linking knowledge through technology, technology building blocks, and technology bundles to product markets.

Every product is composed of a bundle of technologies including those that allow for its core benefit proposition to be fulfilled and others such as packaging that allow it to add other benefits. A top-down view of the value creation framework starts with a focus on developing and delivering a product. It then envisages that a bundle of benefit providing technology building blocks is put together via design, engineering, and new product development processes (NPD). The components that make up each bundle themselves need to be selected by the NPD team, which means that some individual or the team decides which specific technology components are to be included.