ABSTRACT
From multinational corporations to small startups, companies from across many different ecosystems are adopting new business practices to meet innovation challenges. But they all start the same way: asking profound questions about the future of a particular industry or sector. This chapter provides insight into how successful leaders and companies have identified opportunities for innovation that could truly expand their value frontier. It accesses enormous amounts of data and research about living conditions in India or ocean acidification's impact on oyster farms. This situation alone has compelled a new crop of social innovation companies to ask how they can be socially responsible as a baseline before innovating into business models. Successful businesses are usually in markets saturated with competitors, where value comes from gaining better margins through higher prices and greater cost efficiencies. Once business leaders have exhausted their options for better margins, they seek new strategies for expanding their products and services into adjacent markets.
