Hidden in Plain Sight

the long version

"Hidden in Plain Sight explains how to spot opportunities before your rivals do. Through eye-opening stories, Erich Joachimsthaler introduces the demand-first innovation and growth model - a systematic and repeatable process that helps you really see the biggest opportunities hidden in plain sight." "Revealing the innovative practices of organizations and brands as diverse as BMW, Apple, Frito-Lay, GE Health-care, Allianz, Axe, Procter & Gamble, Starbucks, and Netflix, this book shows you how to deliver what truly matters in people's lives - not just whatever you can sell them today. Your reward? Dramatic new business growth that leaves competitors scrambling."--BOOK JACKET.