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 10
THE DISCOVERY PROCESS Mapping Phase

Make no little plans; they have no magic to stir men's
blood and probably themselves will not be realized.
Make big plans; aim high in hope and work, remem-
bering that a noble, logical diagram, once recorded,
will not die.

—DANIEL BURNHAM

Your team has created a series of new business opportunities based on new insights about customers, foresight about the emerging marketplace of the future, and/or ways of reconfiguring existing business models in the market to increase value to customers and companies. These opportunities have been through a “rough” evaluation process that suggests that they may fulfill the needs outlined by senior management.

The Mapping Phase is the final step in the Discovery Process. It

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