In physical product design, things tend to standardize around a dominant form factor. Think of the emergence of a the cell phone — aside from the trivial difference in specifications and software most phones are very much alike. The difference between the flagship phone and a pedestrian phone is pretty minimal in terms of functionality.

The dominant logic factor works similarly. A logic for a certain types of business activity and everything starts to converge to that logic. Good logic is kind of timeless, but sometimes logic is built upon flawed assumptions. Flawed assumptions are everywhere…New flawed assumptions emerge to replace old flawed assumptions.

The logic will stay the same even if the underlying assumption has changed. If the assumption is correct and the logic is solid, there should be a pretty a decent model. However, changing the underlying logic may ultimately provide a more powerful and innovative solution.

Changing logic models is hard. It is probably even harder than changing ingrained assumptions and getting a group of people to change their logic models is even harder still.