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Book Review: Seizing the White Space By Wayne Hurlbert The term white space has been used in business parlance to mean uncharted territory or an underserved market", writes strategic innovation thought leader and co-founder and Chairman of Innosight, Mark W. Johnson, in his visionary and business transformational book Seizing the White Space: Business Model Innovation for Growth and Renewal. The author goes beyond the standard concept of white space, and presents a convincing case that white space goes beyond the basic definition, to include activities outside of a company's core business model and its adjacencies, requiring an entirely new business model. Mark W. Johnson understands that white space is difficult to define. Where white space may represent available opportunities outside of one company's area, those same opportunities may represent the core business for another organization. In the case of a company considering entering a white space, there is the challenge of risk. For many organizations, the risk of failure is considered too great, and many potential new products and markets are missed as a result. The compromise position, taken by many enterprises, is to enter into related markets, adjacent to their core product line. While potentially profitable, the adjacent market doesn't represent a transformation of the business model in a fundamental way, leaving the company vulnerable to more innovative competitors. Continue Reading

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