Seizing the White Space

Mark Johnson is cofounder and Chairman of Innosight, a strategic innovation consulting and investing company with offices in Massachusetts, Singapore, and India. He has consulted to Global 1000 and start-up companies in a wide range of industries.

"Johnson invites leaders to radically rethink their growth strategies... arguing that companies must constantly innovate beyond what they have already done, venturing beyond their skills and not hesitate to go into the unknown." -- Business Digest "This practical treatise on growth and innovation doesn't disappoint. Highlighting the importance of business model innovation to successful growth strategy, the book's central premise is that companies must innovate away from what they have done before, venturing beyond their core capabilities and into the unknown -- what Johnson calls "white space" -- to exploit new growth opportunities." -- Business Digest (Strategy Supplement) "This book scores 9 out of 10 for me (for no good reason I hesitate to give it 10)... If you are a business change consultant, either working for a corporate or for a consultancy, this is a must read book." -- Chartered Institute for IT "Having led several significant organizational transformations over the years of my Navy career, I found Mark Johnson's book particularly on point. He is a true pathfinder in the world of business thinking!" -- Admiral James Stavridis, U.S. Navy "It's not enough to create new products or services--your organization must be ready to imagine and implement new business models to fully exploit many of them. Johnson has come up with a truly practical process for doing just that--taking the fear out of venturing into the unknown and opening up new territories of opportunity." -- J.W. Marriott, Jr. , Chairman and CEO, Marriott International

• Table of Contents Foreword Acknowledgments SECTION I: A NEW MODEL FOR GROWTH AND RENEWAL 1 The White Space and Business Model Innovation 2 The Four-Box Business Model Framework SECTION II: WHEN NEW BUSINESS MODELS ARE NEEDED 3 The White Space Within: Transforming Existing Markets 4 The White Space Beyond: Creating New Markets 5 The White Space Between: Dealing with Industry Discontinuity SECTION III: BUSINESS MODEL INNOVATION AS A REPEATABLE PROCESS 6 Designing a New Business Model 7 Implementation 8 Overcoming Incumbent Challenges Epilogue