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Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy

by Erich Joachimsthaler (Author)

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."

""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,

"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 It caused us to rethink our efforts around innovation and
organic growth." -- Jim McCann, Founder and Chief Executive Officer,

[Joachimsthaler] looks deeply at the meaning and expectations that consumers
give brands in their own personal contexts. --Harvard Business Review,
July/August 2007

Product Details

Hardcover: 272 pages
Publisher: Harvard Business School Press; 1 edition (May 17, 2007)
Language: English
ISBN-10: 1422101657



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