Hidden in Plain Sight: How to Find and Execute Your Company’s Next Big Growth Strategy: Erich Joachimsthaler
Editorial Reviews
From Booklist
Joachimsthaler offers another book that promotes use of reinvented basic marketing principles to assist highly innovative companies. The author describes his DIG model (Demand-First Innovation & Growth), which consists of three interlinked parts: explore the demand for their products and services through an in-depth understanding of how people behave and live their lives and how they consume; apply an innovative routine of structured thinking to identify opportunities that customers cannot articulate; and formulate a strategy for effectively pursuing new opportunities. We learn that although most companies conduct some type of market research, they may fail to look for real opportunities and quantify them or fail to develop viable action plans that lead to results. This model illustrates how to become an unbiased observer of people’s consumption and usage behaviors and offers a new approach to identifying and executing a company’s growth strategy. Joachimsthaler, a consultant, reports that “successful opportunities for innovation and growth are right here, in front of us, and we often can’t see them or don’t act on them.” Mary Whaley
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Review
“”Hidden in Plain Sight is an indispensable guide for companies’ decision makers who want to innovate beyond hampering paradigms: in the complex environment of global markets, it helps to win and to seize infinite business opportunities by enlightening on a totally new concept of marketplace.” — Francesco Trapani, Chief Executive Officer, Bulgari Group
“….understanding the factors that lead to profitable growth is the cornerstone of a company’s future success. Joachimsthaler provides insights on what the customer is really demanding and on how to transform this knowledge to competitive advantage and customer advantage…..” — Andrew Gould, Chairman and Chief Executive Officer, Schlumberger Limited
“..a very practical-oriented way, with a lot of great examples, how companies can innovate and grow their businesses. It is inspiring to read his book, and I have gained insight into organic growth based on a deep and holistic understanding of consumers.” — Thomas-Bernd Quaas, Chief Executive Officer, Beiersdorf
“Hidden in Plain Sight gives us a fascinating tour around the global block on innovation.” –The Financial Times, April 11, 2007
“Hidden in Plain Sight uncovers the essential truth of modern marketing — the most successful products, programs, and activities are those that become an essential part of and enrich consumer lives. Grounded in the demand-first innovation and growth model and illustrated with numerous real-life applications and examples, Hidden in Plain Sight offers a wealth of insights into this crucially important topic.” –Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business
“Joachimsthaler can explain why in 30 seconds — and vastly more importantly, he shows us how we can find those true
innovations that are right there in front of us, as he has done for dozens of companies in his illustrious career.” — David Palfenier, President, Conagra Grocery Foods
“Joachimsthaler’s new book is required reading for the team at 1-800-Flowers.com. It caused us to rethink our efforts around innovation and organic growth.” — Jim McCann, Founder and Chief Executive Officer, 1-800-Flowers.com
[Joachimsthaler] looks deeply at the meaning and expectations that consumers give brands in their own personal contexts. –Harvard Business Review, July/August 2007
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