This article is part of a 10-part series highlighting what companies need to do to transform uncertainty into opportunity. The full list will be posted on HarvardBusiness.org and SilverLiningPlaybook.com. launches June 1.The Silver Lining
#4. Does your organization have clear consensus on the one to three top opportunities for innovation?
Growth rarely happens by accident. Companies should thoughtfully approach the creation of new markets or business models. A lack of consensus around high-potential opportunity areas can fracture innovation resources. Alignment on a few broad "innovation themes" can help to bring needed focus to innovation. Themes could be customer segments, geographies, revenue streams, or other areas that could provide the foundation for future growth.
Not sure where to start? A simple way to identify growth markets is to look for "nonconsumers" who lack the skills, wealth, access, or ability to consume your existing products or services. Nonconsumers can often be fertile grounds for disruptive innovation.
Read the rest at Scott's Havard Management blog, Innovation Insights.
