Unlocking new sources of growth

Andrew Curry

To take advantage of growth opportunities, companies are advised to step outside of received wisdom and look differently at the marketplace.
This Future Perspective suggests this can be done by looking at it through the eyes of consumers (and not just existing ones), or of lead users, who may be reinventing products and how they are used, or of a start-up, or of a new entrant from another sector. There are always new sources of growth that can be identified in a systematic and organized manner by committing enough resources to create a platform and learning about the capabilities required. Then assess the full potential. Examples are drawn from China's tourism boom and the shift in gender balance in the Italian...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands