|By Marketwired .||
|April 22, 2014 11:00 AM EDT||
NEW YORK, NY -- (Marketwired) -- 04/22/14 -- Innovators often use terms like "greenfield" opportunities and "blue oceans" to describe empty market spaces that appear to hold enormous growth potential. But often these empty "white spaces" exist for a reason that the innovator fails to see.
"Many great growth businesses came from creating new markets, so it's not hard to understand the attraction," says Scott D. Anthony, Managing Partner and head of the Asia-Pacific operations of the innovation consulting firm Innosight, and author of The First Mile: A Launch Manual for Getting Great Ideas into the Market (Harvard Business Review Press, May 2014). "But innovation requires specialized structures and systems to weed out the great ideas from the non-starters. Without the right innovation skill set, companies seeking big growth opportunities can go drastically wrong."
He cautions that innovators need to pay particular attention to three red flags that may indicate the market isn't what they think it is:
- NO NEED: The presumed customer need isn't a real customer need -- even when research may identify and define a need, customers quite often say they will do things that they actually won't do.
- BARRIERS TO ADOPTION: There are powerful stakeholders that can inhibit adoption of a new idea -- e.g., regulators, purchasers, or other market players.
- POOR ECONOMICS: The fundamental economics of the space/idea aren't attractive.
"Executives and managers of every stripe need to resist the urge to continue doing the same thing that is making them successful today," says Anthony. "They need to see past the corporate culture, controls, and mindset of the moment to envision what will be driving growth five or ten years from now. But in doing so, they need to be realistic in their assumptions and projections. Not every great idea translates into a viable business or a commercial success."
Example: A medical tourism business that failed before launch.
Anthony points to an example that failed all three tests: a business based on medical tourism to Asia (e.g., Singapore, Thailand), where low cost and high quality might attract American customers. But the business model failed in three critical ways:
- NO NEED: American patients showed tepid demand for all but a few expensive procedures.
- BARRIERS TO ADOPTION: American hospitals were willing and able to lower prices on those procedures to attract patients to domestic providers.
- POOR ECONOMICS: The economics of long-distance travel were not as attractive as travel to closer international medical sites like those in the Caribbean and Mexico.
Six key questions to ask before trying to create an entirely new market.
Anthony believes that innovators approaching "blue ocean" and "greenfield" opportunities need to ask some very tough questions, including:
- Why hasn't this been done before?
- Who are the people who might have done it?
- Did they try?
- Why did they or didn't they?
- If it is obvious to us, why wasn't it obvious to other smart people who had opportunities to make money?
- What do they know that we don't?
"'White spaces' exist because some technological, regulatory, or societal shift has opened up a new opportunity, or the innovator has a unique asset that suddenly makes an unreachable market reachable," says Anthony. "If that's the case then by all means proceed. Some people see markets before the world does. But if your future success is based merely on your superior intelligence, that you think you see something that others don't, then you need to proceed with a high degree of caution."
To arrange a conversation with Scott D. Anthony of Innosight, and/or receive a copy of The First Mile: A Launch Manual for Getting Great Ideas into the Market, contact Katarina Wenk-Bodenmiller of Sommerfield Communications at 212-255-8386 or [email protected].
ABOUT SCOTT D. ANTHONY
Scott D. Anthony is the Managing Partner of Innosight. Based in the firm's Singapore office, he leads its expansion into the Asia-Pacific region as well as its venture capital activities (Innosight Ventures). He has worked with clients ranging from national governments to companies in industries as diverse as healthcare, telecommunications, consumer products and software. He is the author of The Little Black Book of Innovation (Harvard Business Review Press, January 2012) and The Silver Lining (Harvard Business Review Press, 2009). He is the co-author of Seeing What's Next (Harvard Business Review Press, 2004) and The Innovator's Guide to Growth (Harvard Business Review Press, 2008).
Innosight is a strategy and innovation consulting firm that helps organizations navigate disruptive change and manage strategic transformation. We work with enterprise leaders to identify new growth opportunities, accelerate innovation initiatives, and build innovation capabilities. Innosight is based in Lexington, MA, with offices in Singapore and Lausanne, Switzerland.
While some vendors scramble to create and sell you a fancy solution for monitoring your spanking new Amazon Lambdas, hear how you can do it on the cheap using just built-in Java APIs yourself. By exploiting a little-known fact that Lambdas aren’t exactly single threaded, you can effectively identify hot spots in your serverless code. In his session at 20th Cloud Expo, David Martin, Principal Product Owner at CA Technologies, will give a live demonstration and code walkthrough, showing how to o...
Apr. 30, 2017 12:15 PM EDT Reads: 859
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
Apr. 30, 2017 12:00 PM EDT Reads: 1,370
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
Apr. 30, 2017 12:00 PM EDT Reads: 1,631
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
Apr. 30, 2017 12:00 PM EDT Reads: 1,916
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Apr. 30, 2017 11:30 AM EDT Reads: 2,436
Cloud Expo, Inc. has announced today that Aruna Ravichandran, vice president of DevOps Product and Solutions Marketing at CA Technologies, has been named co-conference chair of DevOps at Cloud Expo 2017. The @DevOpsSummit at Cloud Expo New York will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and @DevOpsSummit at Cloud Expo Silicon Valley will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Apr. 30, 2017 11:30 AM EDT Reads: 2,909
@DevOpsSummit at Cloud taking place June 6-8, 2017, at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long developm...
Apr. 30, 2017 10:15 AM EDT Reads: 2,574
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Apr. 30, 2017 10:00 AM EDT Reads: 1,719
Translating agile methodology into real-world best practices within the modern software factory has driven widespread DevOps adoption, yet much work remains to expand workflows and tooling across the enterprise. As models evolve from pockets of experimentation into wholescale organizational reinvention, practitioners find themselves challenged to incorporate the culture and architecture necessary to support DevOps at scale. In his session at @DevOpsSummit at 20th Cloud Expo, Anand Akela, Senior...
Apr. 30, 2017 10:00 AM EDT Reads: 2,054
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
Apr. 30, 2017 09:45 AM EDT Reads: 1,857
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs oft...
Apr. 30, 2017 09:15 AM EDT Reads: 835
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
Apr. 30, 2017 09:15 AM EDT Reads: 1,445
As pervasive as cloud technology is -- and as persuasive as the arguments are for using it -- the cloud has its limits. Some companies will always have security concerns about storing data in the cloud and certain high-transaction applications will always be better suited for on-premises storage. Those statements were among the bottom-line takeaways delivered at Cloud Expo this week, a three day, bi-annual event focused on cloud technologies, adoption and associated challenges.
Apr. 30, 2017 09:00 AM EDT Reads: 4,300
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
Apr. 30, 2017 08:30 AM EDT Reads: 1,836
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
Apr. 30, 2017 08:15 AM EDT Reads: 1,639