Whitespace vs. Rightspace: How Quest-led Innovation Finds Right Space for Breakthrough Innovation

Many companies innovate by taking advantage of whitespace, but it can be difficult to locate the right area for innovation. Companies that define themselves by their Quest, a higher purpose goal, tend to have more success in expanding their business through whitespace in multiple categories. Defining your company's Quest can lead to a more efficient business and clearer direction for growth. Pursuing Quest-led innovation can create more iconic and dramatic innovation opportunities that often require less paid marketing.