I think the author's word choice of 'unpredictable' refers to Trump-like tactics in business and media: do they work or not?
I think the answer depends on where you are in the market -- do you deliver commodity or novelty? If you're a parts supplier or a contractor, you need to be reliable; you deliver an essential service on-time at a fair price. In that space, unpredictability is clearly a liability.
But if you deliver a product with features that must differentiate itself from the competition in the eyes of consumers, you must stand out: by hook (being better) or by crook (merely appearing better). Here unpredictability may indeed serve you well, especially if you need to hide your lack of exceptionalism.
But unpredictability can also arise due to originality, where your new/better approach is perceived as unexpected and destabilizing, inviting exploration of new capability rather than mere exploitation of old ones. But for this tactic to succeed, it requires genius -- insights into possibilities and capabilities that others have missed. Otherwise, your unpredictability isn't really originality, it's just clever marketing (crook, not hook).
I think the answer depends on where you are in the market -- do you deliver commodity or novelty? If you're a parts supplier or a contractor, you need to be reliable; you deliver an essential service on-time at a fair price. In that space, unpredictability is clearly a liability.
But if you deliver a product with features that must differentiate itself from the competition in the eyes of consumers, you must stand out: by hook (being better) or by crook (merely appearing better). Here unpredictability may indeed serve you well, especially if you need to hide your lack of exceptionalism.
But unpredictability can also arise due to originality, where your new/better approach is perceived as unexpected and destabilizing, inviting exploration of new capability rather than mere exploitation of old ones. But for this tactic to succeed, it requires genius -- insights into possibilities and capabilities that others have missed. Otherwise, your unpredictability isn't really originality, it's just clever marketing (crook, not hook).