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How Operational Innovation Can Transform Your Company

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Submitted By menglang
Words 5803
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Breakthrough innovations in operationsnot just steady innprovement-can destroy competitors and shake up industries.Such advances don't have to be as rare as they are.

84

HARVARD BUSINESS REVIEW

Deep
Change

How
*^
Operational
Innovation
Can Transform
Your Company by Michael Hammer

I

N 199T, Progressive Insurance, an automobile insurer based in Mayfield Village, Ohio, had approximately
$1.3 billion in sales. By 2002, that figure had grown to
$9.5 billion. What fashionable strategies did Progressive employ to achieve sevenfold growth in just over a decade?
Was it positioned in a high-growth industry? Hardly. Auto insurance is a mature, ioo-year-o!d industry that grows with GDP. Did it diversify into new businesses? No, Progressive's business was and is overwhelmingly concentrated in consumer auto insurance. Did it go global? Again, no. Progressive operates only in the United States.
Neither did it grow through acquisitions or clever marketing schemes. For years. Progressive did little advertising, and some of its campaigns were notably unsuccessful.
It didn't unveil a slew of new products. Nor did it grow at the expense of its margins, even when it set low prices.
The proof is Progressive's combined ratio (expenses plus claims payouts, divided by premiums), the measure of

APRIL 2004

85

How Operational Innovation Can Transform Your Company

financial performance in the insurance industry. Most auto insurers have combined ratios that fluctuate around
102% - that is, they run a 2% loss on their underwriting activities and recover the loss with investment income.

rest is history. Although operational innovation wasn't tbe sole ingredient in Wal-Mart's success - its culture, strategy, human resource policies, and a host of other elements (including operational excellence) were also critical - it was the

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