Sustained growth for mid-sized B2Bs requires looking beyond core capabilities and customers. A robust generate-evaluate-validate pivot model can discover the opportunities where fresh customer insights and evolving product capabilities intersect.
Lego demonstrated new value by packaging blocks in sets and providing plans for erecting buildings, ships, trucks, and planes. Kids and adults alike were building the Millennium Falcon on their dining room tables.
Tumi engaged in extensive primary research to better understand their brand. What they quickly discovered is that prime attributes contributing to their success were actually negatives outside of male frequent travelers.