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Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game by Peter Fisk

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5 EXPLORE . . . MAKING SENSE OF THE KALEIDOSCOPE CHANGE YOUR MARKET

5.1 KALEIDSCOPES . . . MAKING SENSE OF CHANGING MARKETS

One of my favourite childhood toys was a kaleidoscope. I was captivated by the multitude of never-ending patterns produced with every twist of my hand, astounded that such a small number of components could reappear in so many ways.

In some ways, today's markets are just like that. Every way you look at them, you see different opportunities. And the next time you look, they have changed again. The diversity of customers and competitors, geographies and categories, products and services, channels and propositions, mixed up, reassembled, again and again.

Finding and focusing on the best market opportunities is the starting point for driving and sustaining profitable growth. In ...

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