Discipline - using a consisten application of rules to evaluate a set of alternatives. using systemic ways to evaluate competitive environments.
Limitations: sticking to methods that have always worked rarely create new original insights. Discipline focuses too much on analysis and thinking that because a method was done one way in the past, it will generate similar results in the future (not taking into account variables such as market, technological, and consumer changes). Alternatives are rarely generated and there is too much power placed on analysis.
Imagination - finding "deliberate diversities" in the way problems are defined and using these diversities to develop solutions. Focus less on experience and more on new and innovative ideas and ways to envision the future.
Limitations: simply put- chaos ensues because of lack of structure. Imagation may focus too much on the future and not the current issues at hand. Imagation may overlook valuable experience and undervalue where the technology/company has come from. Imagination can slow the process because it is chaotic and unstructured and can involve many decision makers.
The framework of utilizing experience with imagination is seen in many companies today. Apple again is a very creative company that has expanded it's product line through creativity and understanding their history/core competencies. With many of apple's products, they exercise discipline within their product lines but have also evaluated other alternatives to create superior products in the market. Apple uses both the framework and the limitations to create new, innovative products for constantly changing markets in uncertain environments.
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