Hidden in Plain Sight

by Joachimsthaler, Erich

• ISBN13: 9781422101650
• ISBN10: 1422101657
• Format: Hardcover
• Copyright: 2007-05-01
• Publisher: Harvard Business School Pr

Summary

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.

Table of Contents

Preface and Acknowledgments	p. ix
Hidden Opportunities to Innovate and Grow
Looking from the Outside In	p. 3
Capturing the Ecosystem of Demand	p. 27
Demand-First Innovation and Growth Model
Creating the Demand Landscape: How Frito-Lay Positioned an Existing Brand to Intersect with Consumers' Daily Life	p. 59
Reframing the Opportunity Space: How Allianz Identified New Opportunity Spaces	p. 85
Structuring the Opportunity Space: How GE Healthcare Found Imagination Breakthroughs Through Defining a New Growth Platform	p. 111
Formulating a Strategic Blueprint for Action: How State Street Reinvented Its Business and How the Axe Brand Redefined an Entire Category	p. 127
Strategies for Realizing Customer Advantage
Creating Customer Advantage	p. 153
Connecting with and Engaging Customers	p. 171
Internalizing the Innovation and Growth Agenda	p. 197
Notes	p. 225
Index	p. 235
About the Author	p. 253
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