Hidden in Plain Sight

How to Find and Execute Your Company’s Next Big Growth Strategy

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If you genuinely want to bring successful and innovative products to market again and, focus on doing three things:

Understand the people you’re trying to serve as the individuals they are and learn what they are truly trying to accomplish in their daily routines. Know the context within which they live.

Forget all the golden rules about how to succeed in business today. Instead, innovate across people’s behaviors. This is the only way you’ll be able to define the spaces of greatest commercial opportunity because they will be things nobody has yet imagined.

See yourself from the ”outside in.” Formulate your strategies around the way people behave. Go beyond satisfying the needs and wants of your customers and instead engage customers by coming up with innovations that fit their behaviors like a glove. Have a goal of creating genuine transformational experiences and not just communicating the features and benefits of what you have to offer.

For the last twenty-five years, I have investigated why some innovations, business models, business strategies, and marketing and branding tactics hit the mark, and why others do not. Throughout my research and experience, one idea has surfaced consistently: the biggest, best, brightest, and most successful opportunities for innovation and growth are right here, in front of us, and we often don’t see them or act on them. These opportunities are yours for the spotting and taking. But to see them and profit from them, you first must abandon some of the tried and proven conventions of innovation, marketing, and strategy formulation; you must discard some of today’s common assumptions and management practices and adopt a fresh way of planning and executing your strategies today and your innovation and growth strategies of tomorrow. It is my hope to show you how.