Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy
Companies must innovate to grow, but they often forget to look beyond their own brands. Take Sony, for example. Its success with consumer innovations like the Walkman blinded it to obvious changes in how, when, and where people wanted their music. Apple capitalized on those changes in demand with the iPod, providing a new way of listening to music and of managing one’s entire music library.
This book explains how you can spot these opportunities that are hidden in plain sight. It introduces the demand-first innovation and growth model that will show you how to become an unbiased observer of people’s consumption and usage behaviors. Refining this skill helps companies generate organic growth through new products, services, solutions, and experiences that truly enhance peoples’ lives. Revealing the innovative processes of such organizations as BMW, Proctor and Gamble, GE Healthcare, and Frito-Lay, Hidden in Plain Sight offers you a new approach to identifying and executing your company’s growth strategy.
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Capturing the Ecosystem of Demand
Creating the Demand Landscape
Reframing the Opportunity Space
Structuring the Opportunity Space
Formulating a Strategic Blueprint for Action
Creating Customer Advantage
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activities advertising Allianz behaviors beneﬁts BMW brand BMW Group BMW’s brand equity brand identity brand management brand portfolio brand strategy business models BusinessWeek capture challenge chapter company’s competitive consumption core create culture customer advantage deﬁned demand clusters demand landscape demand-ﬁrst growth platforms Deutsche Telekom ecosys ecosystem of consumer ecosystem of demand Erich Joachimsthaler everyday lives example executives experience explore ﬁlm ﬁnancial ﬁnd ﬁrm ﬁrm’s ﬁrst ﬁt ﬁve focus focused Frito-Lay GE Healthcare Germany global goals Gutsche Harvard Business Harvard Business School innovation and growth insights iPod launch Lay’s market share Maskus MasterCard MINI offering opportunity space organization outside-in perspective people’s percent plain sight positioning potential Procter & Gamble product or service products and services proﬁtable proﬁts purchase pursuit of customer relevant segments signiﬁcant snacks speciﬁc Starbucks strategic blueprint Street structure success sumers T-Mobile target tomers Unilever Veraza