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

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

Gamechangers explore a bigger world, looking beyond the defined boundaries of today's markets to find the new emerging spaces, to fuse existing domains, or to reconstruct markets in their own vision.

• More expeditionary . . . from existing markets . . . to emerging spaces . . . They look beyond the geographies and categories of today, to find new opportunities.
• More contextual . . . from conventional borders . . . to daring disruptions . . . They redefine their markets in their own vision, typically a bigger, richer space.
• More insightful . . . from average needs . . . to making a difference . . . They look beyond masses to niches, averages to individuals, needs to dreams.

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 ...