Seizing the White Space: Business Model Innovation for Growth and Renewal

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The White Space and Business Model Innovation

He who moves not forward, goes backward.

—Goethe

If you happened to be driving past a certain desolate airstrip in Palmdale, California, one January day in 2006 and glanced out your window, you would have seen something extraordinary on that bright, sunny morning—a large, dirigible-type aircraft floating down the runway.¹ Unlike most blimps, however, this one resembled three puffy hot dogs strapped together and mounted on four round pillows—a floating version, if you will, of the Oscar Mayer Weinermobile—with large swinging fans protruding from each side and the rear.

Pulling your vehicle off the road, you would likely have watched in amazement as this strange craft bounced and bumped down ...