Skip to main content
SpringerLink
Log in

Hidden in Plain Sight: How to Create Your Company’s Next Big Growth Strategy: 10 Years Later

  • Chapter
  • First Online:
Marketing Wisdom

Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

In 2007, we created the Demand-first Innovation and Growth model (DIG).This framework proposed a systematic, repeatable process to help brands identify the biggest opportunities for innovation and growth hidden in plain sight. By creating an innovation playbook and accompanying strategy, companies could then effectively leverage those opportunities for substantial new growth.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
eBook
USD 16.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 64.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 64.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    Joachimsthaler (2007); see for some recent discussion in: Zinnbauer and Rennhak (2015).

  2. 2.

    See Joachimsthaler (2007); Joachimsthaler (2008a, b); For additional examples on the recent literature on blind spots, see: Baird (2015), Kerle (2014).

  3. 3.

    See Hamel and Tennant (2015). Another study of 519 American, British and French companies found that fewer than half of the surveyed executives believe they have an “effective approach to new product development or are seeking innovation effectively: Koetzier and Alon (2013).

  4. 4.

    For example: Viki (2016).

  5. 5.

    Diener and Tay (2013). For some detailed descriptions of the methodology: Thomsen et al. (2011); Young (2008).

  6. 6.

    Joachimsthaler (2007), p. 105.

  7. 7.

    This and other questions can be found in: Nalebuff and Ayres (2003).

  8. 8.

    New business model reference, see: Osterwalder and Pigneur (2010); Girotra and Netessine (2014); de Jong and van Dijk (2015); Christensen et al. (2016).

  9. 9.

    Watson (2014)

  10. 10.

    Beard (2017).

  11. 11.

    Collis and Rukstad (2008) and David Collis (2016). David Collis is an advisory board member of Vivaldi Group.

  12. 12.

    Aaker and Joachimsthaler (2009). Originally published by The Free Press New York in 2000.

  13. 13.

    Annan (2012).

  14. 14.

    We use a methodology known as reconstruction of moments or episodes: Joachimsthaler and Pfeiffer (2010).

  15. 15.

    For an example of one of many mobile phone tracking solutions today, see: Macdonald et al. (2010).

  16. 16.

    Additional sources: Stock and Tupot (2015) or Holt and Cameron (2010). McCracken (2009).

  17. 17.

    Joachimsthaler (2007), p. 72.

  18. 18.

    Joachimsthaler (2007), p. 64; and also: Robertson (2017).

  19. 19.

    Keeley et al. (2013). An alternative framework is the innovation radar: Sawhney et al. (2006).

  20. 20.

    For a short explanation how brain storming and structuring thinking workshops can be used together, see: http://bit.ly/2h2Zr6O, Michel (2014), Almquist (2016).

  21. 21.

    Doyle (2015).

  22. 22.

    Quito (2016).

  23. 23.

    For an entire outline of a design thinking bootscamp, see: Schmiedgen (2013), Merholz (2009), Tjendra (2013), Nussbaum (2011).

References

  • Aaker, D., & Joachimsthaler, E. (2000). Brand Leadership, Free Press.

    Google Scholar 

  • Aaker, D. A., & Joachimsthaler, E. (2009). Brand leadership: Building assets in an information economy. Simon & Schuster UK, The Free Press, New York.

    Google Scholar 

  • Almquist, E. (2016, August). The 30 things customers really value. Harvard Business Review. Available at: http://bit.ly/2b8uyui.

  • Annan, G. K. (2012). Reaching 50 million users. Available at: http://bit.ly/1N1dqkf.

  • Baird, L. (2015). The innovator’s blind spot: The path to innovation may be right under your nose. Available at: http://bit.ly/2h2iOwS.

  • Beard, R. (2017, January 11). Four disruptive forces disrupting innovation- and how to harness them, LinkedIn. Available at: http://bit.ly/2kvxYj5.

  • Christensen, C. M., Bartman T., & van Bever, D. (2016, September). The hard truth about business model innovation. MIT Sloan Management Review. Available at: http://bit.ly/2cg43Wo.

  • Collis, D. (2016). Lean Strategy, HBR.org https://hbr.org/2016/03/lean-strategy.

  • Collis, D. J., & Rukstad, M. G. (2008). Can you say what your strategy is? Harvard Business Review.

    Google Scholar 

  • Curtis, G. (2009). Structured ideation and design thinking. http://bit.ly/2h2Zr6O.

  • de Jong, M., & van Dijk, M. (2015, July), Disrupting beliefs: A new approach to business-model innovation. McKinsey Quarterly. Available at: http://bit.ly/1piTIgl.

  • Diener, E., & Tay L. (2013, March). Review of the Day Reconstruction Method (DRM). Social Indicators Research 116(1): 255–267. Available at: http://bit.ly/2gA7F57.

  • Doyle, A. (2015, February). Starwood unveils starlab innovation studio in New York City, Successful Meetings. Available at: http://bit.ly/2heD5Ck.

  • Girotra K., & Netessine S. (2014, July–August). Four paths to business model innovation. Harvard Business Review. Available at: http://bit.ly/1pC4htn.

  • Hall, T., Christensen, C., Dillon, K., & Duncan, D. (2016). Competing Against Luck: The Story of Innovation and Customer Choice, Harper Collins.

    Google Scholar 

  • Hamel, G., & Tennant, N. (2015). The five requirements of a truly innovative company. Harvard Business Review. Available at: http://bit.ly/1JLn8r0.

  • Holt, D., & Cameron, D. (2010). Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, Oxford University Press

    Google Scholar 

  • Joachimsthaler, E. (2007). Hidden in plain sight: How to find and execute your company’s next big growth strategy. Boston, MA: Harvard Business School Press.

    Google Scholar 

  • Joachimsthaler, E. (2008). Hidden in plain sight: How to find and execute your company’s next big growth strategy. Available at: http://bit.ly/2g6U9F6.

  • Joachimsthaler, E. (2008). What’s your company’s growth playbook? (pp. 12–15). American Marketing Association.

    Google Scholar 

  • Joachimsthaler, E., & Pfeiffer, M. (2010). Decoding demand opportunities. Business Strategy Review, 21(1), 64–67.

    Google Scholar 

  • Keeley, L., Pikkel, R., Quinn, B., & Waters, H. (2013). Ten types of innovation: The discipline of breakthroughs. New Jersey: Wiley.

    Google Scholar 

  • Kerle, R. (2014). The blind spot phenomenon in innovation and how to discover it. Available at: http://bit.ly/2g79XI3.

  • Koetzier, W., & Alon, A. (2013). Why “low risk” innovation is costly: Overcoming the perils of renovation and invention. New York: Accenture.

    Google Scholar 

  • Levitt T. (2004, July–August). Marketing myopia, Harvard Business Review (p. 1060). Available at: http://bit.ly/1xtBSn8.

  • Macdonald, E. K., Wilson, H. N., & Konus, U. (2010, September). Better customer insight—In real time. Harvard Business Review. Available at: http://bit.ly/1xKy0yK.

  • McCracken, G. (2009). How to create a living, breathing corporation. Philadelphia, Pennsylvania: Perseus Group Books.

    Google Scholar 

  • Merholz, P. (2009). Why design thinking won’t save you. Harvard Business Review, October 9. Available at: http://bit.ly/2h02GeK.

  • Michel, S. (2014, October). Capture more value. Harvard Business Review. Available at: http://bit.ly/2gZYnQL.

  • Nalebuff, B., & Ayres, I. (2003). Why not? How to use everyday ingenuity to solve problems big and small. Boston, MA: Harvard Business School Press.

    Google Scholar 

  • Nussbaum, B. (2011). Design Thinking is a failed experiment: What’s next? Available at: http://bit.ly/1kuEikt.

  • Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. Hoboken, New Jersey: Wiley.

    Google Scholar 

  • Quito, A. (2016, September). IBM is gearing up to become the world’s largest and most sophisticated design company. Quartz. Available at: http://bit.ly/2cinCfw.

  • Robertson, D. (2017). The power of little ideas (pp. 114–120). Boston, MA: Harvard Business Review Press.

    Google Scholar 

  • Sawhney, M., Wolcott, R. C., & Arroniz, I. (Spring 2006). The 12 different ways for companies to innovate, MIT Sloan Management Review, pp. 75–81.

    Google Scholar 

  • Schmiedgen, J. (2013). Design Thinking—Bootcamp, Slideshare. Available at: http://bit.ly/1LPOi2u.

  • Stock, T., & Tupot, M. L. (2015, February 26). Visualizing Culture Using Semiotics, RW Connect. Available at: https://rwconnect.esomar.org/visualising-culture-using-semiotics.

  • Thomsen, M. S., Govender, A., & Jacobsen, B. L. (2011). A shift in consumer research paradigm: Episode reconstruction method. Lambert Academic Publishing.

    Google Scholar 

  • Tjendra, J. (2013, February 25). Why design thinking will fail. Innovation Excellence blog. Available at: http://bit.ly/2gzXYnq.

  • Viki, T. (2016, September 4). Five reasons your boss was right to shut down the innovation lab. Forbes Blog. Available at: http://bit.ly/2h3274l.

  • Watson, E. (2014, July). Why do 85% of new CPG products fail within two years? Food Navigator. Available at: http://bit.ly/1NBKg0Z.

  • Young, I. (2008). Mental models: Aligning design strategy with human behavior. New York, Rosenfeld: Brooklyn.

    Google Scholar 

  • Zinnbauer, M., & Rennhak, C. (2015). Restrukturierungsmethoden im Bereich Marketing und Vertrieb (pp. 25–29). Springer Fachmedien Wiesbaden.

    Google Scholar 

Download references

Disclaimer

Views expressed herewith are those of the authors and do not reflect the opinion of either the Publisher or the Editor.

Author information

Authors and Affiliations

  1. Vivaldi, New York, USA

    Erich Joachimsthaler, Agathe Blanchon-Ehrsam & Markus Zinnbauer

Authors
  1. Erich Joachimsthaler
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Agathe Blanchon-Ehrsam
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Markus Zinnbauer
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Agathe Blanchon-Ehrsam .

Editor information

Editors and Affiliations

  1. Purposeful Brands, Bengaluru, Karnataka, India

    Kartikeya Kompella

Rights and permissions

Reprints and permissions

Copyright information

© 2019 Springer Nature Singapore Pte Ltd.

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Joachimsthaler, E., Blanchon-Ehrsam, A., Zinnbauer, M. (2019). Hidden in Plain Sight: How to Create Your Company’s Next Big Growth Strategy: 10 Years Later. In: Kompella, K. (eds) Marketing Wisdom. Management for Professionals. Springer, Singapore. https://doi.org/10.1007/978-981-10-7724-1_5

Download citation

Publish with us

Policies and ethics

Search

Navigation