Harvard Business Review Press
May 17, 2007
We live in a world of innovation overdrive. Companies with talent can generate innumerable ideas for new or improved products every day. Ideas layer upon ideas; success begets success. But every layer of creativity, every success, can inch a company farther from its customers. A smokescreen develops that blinds firms to the biggest opportunities for innovation and growth – though they’re right here.
Consider Sony. Its success with innovation such as the Walkman blinded it to obvious changes in how, when, and where people wanted their music. Apple capitalized on those changes by introducing the iPod – which provided a radical new way for consumers to listen to music and manage their music libraries.
Hidden in Plain Sight explains how to spot such opportunities before your rivals do. Through eye-opening stories, Erich Joachimsthaler introduces the demand-first innovation and growth model – a systematic and repeatable process that helps you really see the biggest opportunities hidden in plain sight.
By applying the demand-first model, you:
- Identify unmet demand opportunities by focusing on behaviors, not just consumers. And you tap into new motivations and passions the deepen your relationships with customers.
- Create unimagined growth by redefining your business boundaries, developing fresh business models, and creating breakthrough products, services, and solutions.
- Flip your strategies upside down, and define alternative paths to building strong brands and engaging consumers, and internalize innovation and marketing capabilities to reinvent your business today and for the future.
Revealing the innovative practices of organizations and brands as diverse as BMW, Apple, Frito-Lay, GE Healthcare, Allianz, Axe, Procter & Gamble, Starbucks, and Netflix, this book shows you how to deliver what truly matters in people’s lives – not just whatever you can sell them today. Your reward? Dramatic new business growth that leaves competitors scrambling.
Erich Joachimsthaler is the founder and CEO of Vivaldi partners, a strategy, innovation, and marketing consulting company. He can be reached at firstname.lastname@example.org.