Evaluation of barriers and drivers

In a recent conversation, we discovered that many people are primarily focused on finding the next big thing to gain a competitive advantage in their business. Their attention is centered on creating something new to sell — something no one else has yet.

While this innovation-focused approach makes sense, it often draws attention away from the growth opportunities that already exist within the business. Taking a snapshot of what’s not so good, good, and great can reveal both the barriers and drivers of growth.

Improving what falls into the not so good and good categories can drive increases in both market share and profitability. At the same time, it remains important to continue investing time and resources in searching for the next big idea.