How does peripheral vision contribute to growth?
Some of the most significant opportunities for growth, for example, may come from the periphery of our business. These might be an emerging technology that could change the nature or structure of our business, as Amazon and eBay recognized with the Internet or pharmaceutical companies are recognizing with genomics. Opportunities might also emerge as a result of a market shift, such as the rise of low-carb diets or the more rapid maturation of children. For example, MGA Entertainment recognized and capitalized on “age compression” when it created its more sophisticated Bratz dolls. Their market share has grown rapidly at the expense of Barbie, creating serious problems for Mattel. Recognizing and acting on this shift in the market allowed Bratz to find a huge growth opportunity. In both these cases, the incumbents were not the first to recognize these possibilities for growth because they were focused on running their successful businesses. This is why peripheral vision is so important
