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Seizing the White Space: Business Model Innovation for Growth and Renewal Hardcover – February 22, 2010
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"Can a young company make the Fortune 500 list? Business model innovation is now the most proven route, and Seizing the White Space is the bible on how your firm can do it." – Scott Cook, Founder & Chairman, Intuit (added by author)
About the Author
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Mark's most recent work has focused on helping companies envision and create new growth, manage transformation, and achieve renewal through business model innovation. This work is the subject of the McKinsey award-winning Harvard Business Review article, "Reinventing Your Business Model," coauthored by Clayton Christensen and Henning Kagermann. Mark also coauthored The Innovator's Guide to Growth (Harvard Business Press, 2008), recently coauthored "How to Jump-Start the Clean-Tech Economy" (Harvard Business Review, 2009), and has published articles in the Sloan Management Review, Forbes.com, BusinessWeek Online, Advertising Age, and National Defense.
Prior to cofounding Innosight, Mark was a consultant at Booz Allen Hamilton, where he advised clients on managing innovation and implementing comprehensive change programs. Before that, he served as a nuclear power-trained surface warfare officer in the U. S. Navy.
Mark received an MBA from Harvard Business School, a master's degree in civil engineering and engineering mechanics from Columbia University, and a bachelor's degree with distinction in aerospace engineering from the United States Naval Academy. He currently serves on the board of the U.S. Naval Institute.
Mark, his wife, Jane Clayson Johnson, and their children live in Belmont, Massachusetts.
Top Customer Reviews
Seizing the White Space: Business Model Innovation For Growth and Renewal is a fine exception. Author Mark Johnson co-founded Innosight with author and HBR professor Clay Christensen, and while Christensen has been publishing niche extensions on disrupting education and health care, this book is a wonderful addition to the broader ideas of Innovator's Dilemma and Innovator's Solution. Both of the latter books were incredibly important in explaining how companies lose edge in the marketplace and are often blindsided by innovation, but there were some barriers to understanding exactly how to apply the concepts. Johnson does a great job of taking that next step in Seizing The White Space.
The book is squarely focused on showing companies how to build new businesses in area that are outside their current business models. This could be through replacing an existing business, building new models where there are barriers to consumption, or by filling gaps in the market. The final section delivers roadmap on how to go about the redesign and implementation of your new business model. Cases include Tata Motors and Hindustan Levr (India), Xiameter that grew out of Dow Corning, and Better Place, the Israeli start-up trying to change the automotive business model with electric cars.
Seizing The White Space is surprisingly short at 150 pages which makes the book very accessible. The language and concepts also match that accessibility. The book is worth a quick look, a reminder of the unconscious parts of strategy that you too often take for granted.
Johnson's next move in the book is to show how a new business model can be designed on the basis of his four-box formula. He starts with the first step of defining a new customer value proposition (CVP). After this, he moves backwards to work out the 'processes' that need to be created or improved so as to fulfill this new CVP as well as singling out the `resource requirements' in the organization. From there onwards he shows how to work out the `profit model' for the newly generated business model. Hence, once all those four boxes have been filled `democratically' (with participation from managers at all levels of the company) and carefully, the company is now ready to implement the new strategy.
At this point comes the other strength of the book whereby it does not leave the subject at the point of strategy formulation. Instead, it moves to explain even the knittty gritty details of implementation/execution. Here also Johnson is very good and drives on deep experience.
The book is full of enlightening case examples.Read more ›
For people who have followed the development of the business model concept, and read case studies such as Southwest Airlines, Hilti, Xerox, Kodak, DEC, FedEx, and Tata, this book is a bit of a disappointment. I looked forward to reading this book and wanted it to be a 5 star experience, but after reading it I have more questions about the author and the writing of the book, than about any new content or ideas.
The book in three bullet points:
* It presents the concept "White Space" defined as an area where new or existing customers are served in fundamentally different ways and there is a poor fit with the current (incumbent) organization; "The range of potential activities not defined or addressed by the company's current business model".Read more ›
Most Recent Customer Reviews
The best book I've read on the simple essence of business models. Very accessible, applicable, intelligent and wise.
Would recommend for anyone engaged or interested in business strategy. Couple this book together with Design of Business by Roger Martin.Published 21 months ago by Prasantha Fernando
Lays out the business process to.capture white space opportunities and how.to accomplish in corporate America. Recommend it for all levels.Published on January 29, 2014 by jack
Interesting approach on the business model innovation. Complementary of other books like business model generation or the innovator's dna. Worth the buying.Published on May 24, 2013 by Pennetier Christophe
Julie Kessler is a woman with a vast knowledge of travel combined with insight that will prove invaluable to anyone with an interest in the world in general and a desire for self... Read morePublished on January 2, 2013 by Steven M. Levine
We are a VC backed startup, and as the CEO I loved this book.
It explains a lot about how big companies are thinking and gave me some good ideas for how to speak to... Read more
Foster and Kaplan, McKinsey researchers write, "Corporations are built on the assumption of continuity; their focus is on operations. Read morePublished on June 26, 2011 by Sharad Gupta
The book is very useful and clear. You can finish reading the book in a day. It provides useful models for understanding business innovation and evidences based on various actual... Read morePublished on March 13, 2011 by Wing C. Lau