![]() In that spirit, let me offer up another way to look at white space - a very specific meaning I think would be particularly useful to Tim Armstrong and to any other top executive engaged in strategy formulation. Still others use it, as Tim Armstrong has, to refer to gaps in existing markets or product lines.įor all its ambiguity, though, white space is undoubtedly a metaphor about opportunity different thinkers define it differently because they take varying approaches to capturing opportunity. ![]() Some people define it as a place where there’s no competition. There may be as many definitions circulating as there are business thinkers. ![]() In this context, white space basically means “a place where a company might have room to maneuver in a crowded playing field.”Īs a metaphor, white space is at once ubiquitous and frustratingly ambiguous. That’s America Online (AOL) CEO Tim Armstrong recently explaining to a group of investors how AOL’s “digitizing towns” initiative (to offer one-stop website-management services to municipalities all across the U.S.) would position the company to compete against the likes of Google, Yelp, and CitySearch as the company looks for a clear path away from the disappearing dial-up subscription market. ![]()
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