Joachimsthaler, an innovation and marketing consultant, argues that success can blind companies to further opportunities for growth, and explains how companies can spot opportunities before their competitors do. Using real-life case stories from organizations such as BMW, Apple, Frito-Lay, and Netflix, he introduces a demand-first model for a repeatable process that helps identify opportunities hidden in plain sight. The model hinges on identifying unmet demand opportunities by focusing on behaviors (not just consumers), on redefining business boundaries, and on creating breakthrough products and services. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
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.
