The Three Rules


TEDx Talk by Michael Raynor

Pre-Listening Questions

  1. In what fields is it possible to win a race to the bottom?
  2. What companies have used a low-cost, low-quality strategy for long-term success?


rationalization (noun)
‘me too’ product (noun phrase)
big-box retail (noun phrase)
dicey (adj.)
bias (noun)
baser instincts (noun phrase)

Main Activity

Listen to the talk for gist to answer the following questions:

  1. What are Raynor’s three rules?
  2. What two case studies does he use to illustrate his point?
  3. How does this model compare to the buzzword “disruption”?