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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 |
Table of Contents provided by Ingram. All Rights Reserved. |
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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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