Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy

Overview


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. ...

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Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy

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Overview


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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Product Details

  • ISBN-13: 9781422101650
  • Publisher: Harvard Business Review Press
  • Publication date: 5/17/2007
  • Edition number: 1
  • Pages: 253
  • Product dimensions: 6.40 (w) x 9.30 (h) x 1.10 (d)

Meet the Author


Erich Joachimsthaler is the Founder and Chief Executive Officer of Vivaldi Partners, a strategy and marketing consulting company.
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Table of Contents


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

    Posted February 14, 2008

    How to prosper by fitting your product to your consumers¿ lives

    You need look no further than Starbucks or the iPod to understand Erich Joachimsthaler¿s take on marketing, innovation and corporate growth. He says that identifying customer need is a surefire recipe for being in a blind spot, and not seeing your biggest opportunities for innovation and growth. Instead of focusing on making a tastier cupcake or a faster automobile, he recommends understanding the serial and behavioral episodes that make up people¿s lives. Then build on that reasoning when you go to the marketplace. Joachimsthaler offers plenty of business stories as evidence to support his assertion that the leaders of thriving, cutting-edge companies try to understand and analyze the structure, pattern and emotional code of consumer behavior in context. Instead of studying needs and wants, market leaders first study behaviors. Progressive organizations understand the ecosystem of products or services, and how they intersect in the context of episodic behavior to help people take care of what matters to them: their daily projects, tasks and activities. Joachimsthaler assembles a compelling case for innovation and growth. He says the consumer paradigm has shifted from pushing for products to longing for peace of mind. getAbstract says that if you think he¿s right, this book will leave you with plenty to ponder.

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