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Experts on corporate growth and profitability tell how nimble companies find additional profit by mining the margins of existing revenue categories. This text describes how today's best companies look for problems and opportunities in their customers' businesses and find solutions that stretch the boundaries of their product and service lines.

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• Part 1 A Different Way to Grow
• 1 The Growth Crisis(p. 3)
• 2 Beating the Crisis: Cardinal Health(p. 18)
• 3 Demand Innovation: The First Half of Success(p. 41)
• 4 Hidden Assets: Making a Good Opportunity Great(p. 51)
• Part 2 The Demand Innovators
• 5 "The Large-Number Issue Is Huge for Us": GM OnStar(p. 69)
• 6 "If You're Not Talking to the Customer Someone Else Is": Clarke American(p. 91)
• 7 "Our Biggest Wow!": John Deere Landscapes(p. 110)
• 8 "Honing Innovation to a Fine Art": Johnson Controls(p. 129)
• 9 "Customers Don't Care About Our R&D": Air Liquide(p. 153)
• Part 3 Making Growth Happen in the Real World
• 10 Hidden Liabilities: The Other Side of the Ledger(p. 173)
• 11 The Role of the Middle Manager: Becoming a Growth Catalyst(p. 196)
• 12 The Job of the Senior Manager: Creating an Operating System for Growth(p. 211)
• Part 4 Opportunities on the Growth Frontier
• 13 Decoding the Economics of Consumers: Progressive Insurance, DeWolfe Homeowner Services, and Mobil Speedpass(p. 239)
• 14 Touching the Consumer's Softer Side: Virgin, Kodak, and Intuit(p. 257)
• 15 Information Everywhere: Tsutaya, Dassault Systemes, and GE Medical Systems(p. 277)
• Part 5 Getting Started
• 16 Some Moves for Monday Morning(p. 297)
• 17 Creating Your Growth Action Plan(p. 311)
• 18 Tools and Techniques You Can Use Today: Mercer's Demand Innovation Website (www.DemandInnovation.com)(p. 330)
• Acknowledgments(p. 333)
• Index(p. 337)

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