Introduction

A while ago, I wrote an article titled "Why Can't Cars Move Directly Sideways? (Bite-size Article)".

It was a somewhat abstract analogy, but what I wanted to convey in that article was this: The pursuit of better and more convenient solutions may seem appealing, but surprisingly, what we already have in our hands might actually be the most suitable choice.

However, from a paradoxical perspective, there are cases where the attempt to enable "sideways movement" has led to success and created new value. In fact, in certain fields, this approach has driven innovation and achieved significant breakthroughs.

This article takes the opposite approach from the previous one, but precisely because of that, it may reveal new insights.

Today, I would like to explore some specific examples of how the "sideways movement" approach has led to success.

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Three Successful Examples of the "Sideways Movement" Approach

In my previous article, I discussed the challenges of "sideways movement." However, there are cases where this approach has created new value and led to great success. Rather than simply shifting to a different field, these companies leveraged new perspectives and strengths to execute strategic sideways movements, driving innovation.

In this article, we will explore three representative cases: Apple’s iPhone, Tesla’s electric vehicles, and Nintendo’s Wii, and examine why their "sideways movements" succeeded.

1. Apple's Entry into the Smartphone Market (PC → Mobile)

Apple was already a successful player in the PC market when it introduced the iPhone in 2007, marking its strategic move into the mobile industry.

At the time, most competitors viewed smartphones as miniaturized PCs, with physical keyboards dominating the market, as seen with BlackBerry devices. However, Apple focused on intuitive touch interaction, fundamentally redefining the concept of a smartphone. This shift transformed the smartphone from a compact PC into an entirely new user experience.

Apple’s success wasn’t just about moving from PCs to mobile phones—it was about applying its expertise in software, design, and usability to create the most optimized mobile experience possible.

2. Tesla’s Entry and Innovation in the EV Market (Revolutionizing Automobiles with a Software-Driven Approach)

Unlike traditional automakers, Tesla entered the market with a strong foundation in software and battery technology. While other manufacturers viewed electric vehicles (EVs) as mere extensions of gasoline-powered cars, Tesla focused on the software-driven transformation of automobiles.

Tesla’s innovation included:

  • Over-the-Air (OTA) Updates, enabling continuous software improvements post-purchase
  • AI-powered autonomous driving features, setting it apart from conventional vehicles
  • A radically different design philosophy, featuring a minimalist interior and touchscreen-based controls

By approaching cars as software platforms on wheels, Tesla didn’t just "move sideways" into the automotive industry—it leveraged its technological strengths to redefine the sector itself. This strategy positioned Tesla as a leader in the EV revolution.

3. Nintendo’s Wii (From Hardware Spec Wars to Intuitive Gameplay)

For years, the gaming industry followed the "higher specs = better gaming experience" mindset. However, Nintendo took a different approach, focusing on innovation in player interaction rather than raw hardware power.

While competitors like Sony’s PlayStation 3 and Microsoft’s Xbox 360 were engaged in a race for superior graphics and processing power, Nintendo pursued a different strategy:

  • Motion controls, allowing intuitive gameplay without traditional controllers
  • A broad audience appeal, making gaming accessible to children, adults, and even seniors
  • A cost-effective hardware design, ensuring affordability compared to competitors

As a result, the Wii didn’t just target traditional gamers—it created an entirely new market for casual and family gaming, leading to unprecedented commercial success. Rather than simply making a "sideways move," Nintendo fundamentally reshaped what gaming could be.

These examples show that successful sideways movements are not just about entering a new market, but about transforming it by leveraging unique strengths. Each company strategically redefined industry norms, proving that true innovation often comes from shifting the perspective, not just the product.

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Key Factors for Successful "Sideways Movement"

The key takeaway from these examples is that successfully shifting into a new field is not just about entering a different market, but about leveraging existing strengths to create new value.

  • Apple applied its expertise in PC technology to design an intuitive mobile UX.
  • Tesla utilized its software and battery technology to revolutionize the concept of automobiles.
  • Nintendo moved away from hardware spec wars and focused on redefining gaming experiences.

On the other hand, sideways movements often fail when:

  • The company fails to leverage its existing strengths effectively.
  • There is a mismatch between the new market and the company's core capabilities.
  • The company struggles to adapt to new competitive dynamics.

To succeed, companies must clarify the purpose of the shift, identify strengths that can be leveraged, and determine whether they can create meaningful new value. However, factors like timing and luck also play a role, and success is never guaranteed. Still, having a well-thought-out strategy significantly increases the chances of success.
Conclusion

This time, we explored the opposite perspective from my previous article. While careful planning and strategy are essential, even the best ideas don’t always guarantee success, highlighting the complexity of business and innovation.

That said, embracing new perspectives can open the door to future opportunities. I hope this article has provided some useful insights.

Thank you for reading!