- White Space
- the range of potential opportunities or challenges not defined or addressed by a company’s current business model: that is, the opportunities that lie outside its core business and beyond any adjacencies that require a different business model to exploit. White space is a subjective valuation: one company’s white space may be another company’s core.
• White Space Within: Opportunities to fulfill important, underserved jobs-to-be done for existing and new customers in a company’s current market using a new business model.
• White Space Beyond: opportunities to reach entirely new customers in new markets. Often these opportunities involve democratizing products and services: that is, making them accessible to large groups of potential consumers who have been shut out of a market entirely because existing offerings are too expensive, too complicated, or too time-consuming
• White Space Between: Opportunities and imperatives that arise because of sudden, far-reaching, and/or unpredictable external events. Such events include dramatic market shocks (such as the 2008 financial meltdown or the 1976 Arab oil embargo); the rise of powerful enabling technologies (such as the Internet and the electric grid); and dramatic shifts in government policy (such as airline deregulation or the Chinese government’s liberalization of the Chinese economy).
