In part 2 of The Entrepreneurial Mindset, Rita McGrath, discusses the concept of the entrepreneurial mindset and the power of consumption chain analysis for businesses seeking to differentiate and innovate.    Rita illustrates how understanding each step of a customer's journey, from need identification to product disposal, can unveil numerous opportunities for innovation and competitive advantage.    She shares insightful examples ranging from grocery shopping to the historical battle between Betamax and VHS, highlighting the importance of aligning each step of the consumption chain to customer needs and preferences.    She also touches on the significance of resegmenting markets and reconfiguring industries to capture new opportunities, using examples from automobile insurance and manufacturing.    The episode offers a deep dive into how companies can apply these concepts to drive growth, challenge assumptions, and transform their competitive landscapes.   00:00 Welcome & Recap of Part One 00:30 Diving Deeper into Consumption Chain Analysis 01:12 Exploring Customer Choices and Consumption Chains 02:30 The Importance of Understanding the Customer Journey 05:41 Learning from Failure and the Power of Networks 08:53 Innovative Case Studies: Progressive Insurance and Beyond 13:18 Resegmenting Markets for Competitive Advantage 19:05 Reconfiguring Markets: Evolutionary to Revolutionary Changes 23:52 The Five Whys Technique and Citibank's Strategic Move 30:10 Closing Thoughts and Where to Find More   Find Rita: Find Valize: www.   Find Aidan McCullen for Keynote talks on Innovation, Transformation and Change:   More on the Innovation Show: