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Seizing the White Space: Business Model Innovation for Growth and Renewal by A.G. Lafley, Mark W. Johnson

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3

The White Space Within

Transforming Existing Markets

The real voyage of discovery consists not in seeking new landscapes but in having new eyes.

—Marcel Proust

Dow Corning began its corporate life as a joint venture between The Dow Chemical Company and Corning Glass Works to investigate and commercialize silicone technology. In 1943, it launched its first product, an ignition-sealing silicone compound that enabled high-altitude flight by inhibiting moisture formation in aircraft engines.1 Fueled by the aircraft needs of World War II and the boom in commercial air flight that followed, the company grew briskly and expanded into a wide variety of industries, including construction, personal care, automotive, and medical products. Through the ...

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