The Power of Strategy Innovation: A New Way of Linking Creativity and Strategic Planning to Discover Great Business Opportunities

By Robert E. Johnston Jr.; J. Douglas Bate | Go to book overview

CHAPTER 5
THE DISCOVERY PROCESS THE MOEN STORY

Transformation takes place when a new worldview re-
places an old one.

—WILLIAM MILLER

While Southwest Airlines, IKEA, Charles Schwab, and other highprofile entrepreneurial companies tend to be associated with the concept of strategy innovation, they are not the only examples that exist. Strategy innovation does not always begin with a visionary founder in a start-up mode—it can happen in fifty-plus-year-old companies. It does not always germinate in technology-oriented companies—it can happen in companies that bend metal for their main business. It does not have to create a whole new industry—it can happen in companies that just want to grow their businesses.

To illustrate how strategy innovation (specifically the Discovery Process) can be implemented within a corporation, we selected an example from a quality, existing company in a very common industry, plumbing products. The company is Moen, located in a suburb of Cleveland, Ohio. Here is their story.

The internationally known Moen corporation has a long history of “firsts” in the plumbing products industry. It created the first single-handle faucet, the first washerless cartridge system, and a “swing 'n spray” aerator, which can change a faucet's water flow from a stream to a forceful spray. It was the first company to de

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