The White Space Between
Unpredictable, revolutionary forces from outside the market can alter the course for everyone in the race. But tectonic industry change-when whole industries suffer an unforeseen shock, collapse, or form anew-opens up uncharted territory for companies between what was and what is to be, or what company transformation experts call the "white space between." In this chapter, chairman of Innosight and strategic innovation thought leader Mark W. Johnson looks at three such shifts-radical shifts in market demand, discontinuous shifts in technology, and shifts in government policy-and shows how business model innovation can help you create a new business platform uniquely suited to the radically altered terrain. This chapter was originally published as Chapter 5 of "Seizing the White Space: Business Model Innovation for Growth and Renewal."
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- 2010 HBS Press
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