Hidden in Plain Sight

How to Find and Execute Your Company's Next Big Growth Strategy


Companies must innovate to grow, but they often forget to look beyond their own brands. Take Sony, for example. Its success with consumer innovations like the Walkman blinded it to obvious changes in how, when, and where people wanted their music. Apple capitalized on those changes in demand with the iPod, providing a new way of listening to music and of managing one’s entire music library.

This book explains how you can spot these opportunities that are hidden in plain sight. It introduces the demand-first innovation and growth model that will show you how to become an unbiased observer of people’s consumption and usage behaviors. Refining this skill helps companies generate organic growth through new products, services, solutions, and experiences that truly enhance peoples’ lives. Revealing the innovative processes of such organizations as BMW, Proctor and Gamble, GE Healthcare, and Frito-Lay, Hidden in Plain Sight offers you a new approach to identifying and executing your company’s growth strategy.

It was published by the Harvard Business School Press in 2007 has been translated into 10 languages and has won the AMA-Berry 2008 Best Marketing Book of the Year award.


"Hidden in Plain Sight gives us a fascinating tour around the global block on innovation." 

– The Financial Times

"Hidden in Plain Sight uncovers the essential truth of modern marketing -- the most successful products, programs, and activities are those that become an essential part of and enrich consumer lives. Grounded in the demand-first innovation and growth model and illustrated with numerous real-life applications and examples, Hidden in Plain Sight offers a wealth of insights into this crucially important topic."

Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business

"[Joachimsthaler] looks deeply at the meaning and expectations that consumers give brands in their own personal contexts."  
– Harvard Business Review

“Hidden in Plain Sight is an indispensable guide for companies’ decision makers who want to innovate beyond hampering paradigms: in the complex environment of global markets, it helps to win and to seize infinite business opportunities by enlightening on a totally new concept of marketplace.” 

Francesco Trapani, Chief Executive Officer, Bulgari Group

“... understanding the factors that lead to profitable growth is the cornerstone of a company’s future success. Joachimsthaler provides insights on what the customer is really demanding and on how to transform this knowledge to competitive advantage and customer advantage….. “  

Andrew Gould, Chairman and Chief Executive Officer, Schlumberger Limited


Winner of the  AMA Foundation's 2008 Berry Book Prize, AMA.org, November 10, 2008

Joachimsthaler - Hidden in Plain Sight, Copenhagen Business School, March 3, 2008


Transforming InnovationArtemis Strategy Group, October 2007

Erich Joachimsthaler’s new book Hidden in Plain Sight is creating a buzz as it breaks marketing myths, The Economic Times, September 4, 2007 issue

Hidden in Plain Sight - The Authoritative Book on Organic Growth, Vivaldi, May 2007

Hidden in Plain Sight, HBR Ideacast Episode 40, April 25, 2007


other books


© 2020 Erich Joachimsthaler. All Rights Reserved.