This work presents a strategic concept aimed at enabling managers to understand and anticipate where the value in their business is headed. It identifies a dramatic shift in the business landscape in which new aggressive and successful companies have taken on the established giants - not with new products or innovative technology but with superior business designs. These companies anticipate customer needs and align their business designs - how they select customers, differentiate their offerings, configure their resources, create utilities and go to market - to meet the customer's highest priorities and take revenue and market value from a previously dominant competitor.