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Tuesday, 13th April, 2010 | Source: Forbes | Category: Marketing and Trustcasting

White Space: Companies Advance When They Allow for Innovation

Adam Hartung of Forbes explains how companies – even those as large as Microsoft, the most influential technology company of the twentieth century – stop growing when they forgo innovation and begin simply protecting territory.

By contrast, companies like Google and Apple have made significant gains by implementing systems that expedite the process of innovation. They promote the development of new ideas, assign “white space” teams to those ideas and give them carte blanche to create solutions and bring them to market quickly and efficiently.

The lesson here is that even small start-ups and near-bankrupt companies can topple the largest competitors as long as they remain dedicated to innovation and the aggressive pursuit of growth markets rather than fixated on defending their share of established markets.