As we are approaching the final month before Hidden in Plain Sight's release date on May 17, the book has already gotten a fair share of attention in the media (and was just named Harvard Business Online's featured book for April). Here is a selection of the most recent coverage:
The Financial Times reviewed Hidden in Plain Sight on Wednesday (April 11, page 7), describing it as "The latest on listening to customers":
"The book might well have been subtitled “innovation in the age of customer-centricity”, since its overall theory is that these days the secret of success is to look at things from the perspective of how customers really behave. Rather than focusing just on the product and how to improve it, or on what the competition is doing, ask instead what you can do to get a larger share of the 1,444 minutes that make up every customer’s day."
To achieve the latter, I introduce a comprehensive framework in the book which I call the Demand-First Innovation and Growth (DIG) model. It ensures that breakthrough strategies for innovation are formulated based on a full understanding of the total demand from an outside-in customer or consumer perspective. For more on the DIG model, check out TheStreet.com for a streaming video interview where I run through the model and its implications step by step.
Another interview with me is featured on the DemandGen Report blog. It does a good job of highlighting some key aspects of digging the DIG, especially regarding the application of the model beyond consumer products. Since Apple is a prominent case study in the book (among others), some might think that the DIG is only applicable in a B2C context. However, many of its applications as part of my work with Vivaldi Partners have in fact been carried out with B2B companies. The model is versatile, and has clearly demonstrated its prowess in both B2C and B2B markets.
Hidden in Plain Sight is now available for pre-order at Amazon, Harvard Business Online, Barnes & Noble and CEO Read (also for bulk orders).