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

Companies must innovate to grow, but they often forget to look beyond their own brands. Take Sony, for example. Its success with consumer innovations like the Walkman blinded it to obvious changes in how, when, and where people wanted their music. Apple capitalized on those changes in demand with the iPod, providing a new way of listening to music and of managing one's entire music library.

This book explains how you can spot these opportunities that are hidden in plain sight. It introduces the demand-first innovation and growth model that will show you how to become an unbiased observer of people's consumption and usage behaviors. Refining this skill helps companies generate organic growth through new products, services, solutions, and experiences that truly enhance peoples' lives. Revealing the innovative processes of such organizations as BMW, Zara, General Electric Healthcare, and Frito-Lay, Hidden in Plain Sight offers you a new approach to identifying and executing your company's growth strategy.

About the Author

DR. ERICH JOACHIMSTHALER is one of the world’s leading authorities on brand strategy and marketing, and is the founder and CEO of Vivaldi Partners, a global strategy, innovation, and marketing firm. He works inside leading companies around the world and across industries to build strong brands, formulate new growth strategies, reinvent business strategies and models, and establish capabilities in innovation and marketing to help his clients succeed.

Dr. Joachimsthaler is the author of more than sixty articles on strategy, branding, and marketing in leading academic and business journals including Harvard Business Review, Sloan Management Review and California Management Review. His previous book, Brand Leadership: The Next Level of Brand Revolution, coauthored with David A. Aaker, was published by The Free Press in 2000.

Early in his career, Joachimsthaler held academic positions at various institutions in the United States and Europe. He taught at the University of Southern California, and after finishing his post-doctoral fellowship at Harvard Business School, he joined IESE Business School in Barcelona and later the University of Virginia, Darden School of Business. Joachimsthaler has maintained his ties to many executive programs around the world and continues to teach classes when time permits. He is also a sought-after speaker and consultant.

Dr. Joachimsthaler resides in New York City.