ZAG: The Number-One Strategy of High-Performance Brands

Look for the White Space

Finding open market space is a counterintuitive skill. The human perceptual system is only programmed to notice what’s there, not what’s not there. In perceptual theory, the difference between THERE and NOT THERE is known as figure and ground, or positive and negative space. Artists are trained to appreciate both at once, which may explain why they sometimes notice things that others don’t. Companies need to think like artists when they’re looking for new market space, because new market space, or “white space,” is the secret to zagging.

Successful market spaces that were once white space include sticky notes (Post-Its), environmental music (Muzak), DVDs by mail (Netflix), military-style cars (Hummer), pre-fab designer ...