Why Companies Should Think Like Artists
Great advice from Marty Neumeier -
Look for the White Space. Finding open market space is a counterintuitive skill. The human perceptual system is only programmed to notice what's there, not what's not there. In perceptual theory, the difference between THERE and NOT THERE is known as figure and ground, or positive and negative space. Artists are trained to appreciate both at once, which may explain why they sometimes notice things that others don't. Companies need to think like artists when they're looking for new market space, because new market space, or "white space," is the secret to zagging.
Excerpt taken from ZAG: The #1 Strategy of High-Performance Brands, Mobipocket