Johnson’s white space model
There are ideas that you will create during the strategy process that do not lead to action. Sometimes this is because the idea is not a good fit for the organisation, other times it’s because the idea is not a good fit for your existing customers. Are these ideas wasted?
How to use?
After generating new ideas or opportunities, consider how they can be used. Are they part of your core business with a good fit to what your organisation can already do and what your traditional customers buy? Or are they adjacent to your core business with a good fit to what your organisation can already do but will require new ...
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