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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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6

Designing a New Business Model

First comes thought; then organization of that thought, into ideas and plans; then transformation of those plans into reality. The beginning, as you will observe, is in your imagination.

—Napoleon Hill

Ratan Tata looks out over a road in New Delhi and conceives of a car that can compete with scooters. Marco Meyrat comes up with a brilliant plan to transform Hilti’s tools from a commoditizing product into a high-end service. Hindustan Unilever creates thousands of new hair-care customers by radically reconceiving the nature of distribution. Dow Corning’s Don Sheets envisions a new way to capture the low end of the silicone market. All of these inspiring stories can be downright depressing. No one wants to depend ...

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