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White Space Mapping – Seeing the Future Beyond the Core
In the world of hyper-innovation every company needs to address the unknown. Idris Mootee of Idea Couture takes a look at white space mapping, a tool for overcoming your fears.
When people talk about exploring white space in innovation, they are often referring to the need to explore under-served markets or businesses that are outside their core. White space is where unmet and unarticulated needs are uncovered to create innovation opportunities. It is where products and services don’t exist based on the present understanding of values, definition of business or even existing competencies.
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