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.
Successful market spaces that were once white space include sticky notes (Post-Its), environmental music (Muzak), DVDs by mail (Netflix), military-style cars (Hummer), pre-fab designer houses (Dwell magazine), direct-to-customer computers (Dell), and point-to-point airlines (Southwest).
But what other offerings are “missing” from the brandscape? How about gourmet drive-through restaurants? Dinner-club movie theatres? Hourly nap rooms in airports? Wood-scented barbecue gas? A national pet-sitting service? Easy-to-change halogen bulbs? Whiteboard branding books? Wait—that one’s already taken.