Jack Truong’s systematic approach to business innovation offers executives a practical method for identifying growth opportunities in established markets. His dual-pathway framework, developed through decades of corporate leadership, demonstrates how companies can generate revenue through both creative reinvention and original product development.
The Framework in Practice
Truong categorizes business innovation into two operational strategies. The first involves creating entirely new product categories by identifying consumer pain points that haven’t been addressed. This approach requires extensive market research and behavioral analysis to uncover needs consumers themselves might not articulate.
The second strategy focuses on repositioning existing products for different market segments or use cases. Companies using this method avoid the costs and risks associated with developing new technology, instead leveraging established products through strategic marketing and minor modifications.
Case Study: 3M’s Post-it Revival
Truong’s work at 3M exemplifies the repositioning strategy. When digital communication threatened Post-it Note sales, his team conducted research revealing continued demand for physical note-taking in specific contexts. The solution combined technical innovation—developing adhesive that worked on non-paper surfaces—with product line expansion through new colors and sizes.
This approach transformed a declining product into a global brand without requiring fundamental reinvention of the core offering.
Implementation Requirements
According to Truong, successful innovation implementation demands specific organizational conditions. Companies must establish feedback mechanisms that capture diverse employee perspectives and eliminate departmental barriers that prevent cross-functional collaboration.
Leadership teams need to prioritize consumer observation over internal assumptions, dedicating resources to understanding actual user behavior rather than relying on conventional market research alone.
Market Adaptation Strategy
Truong’s framework addresses the challenge of maintaining competitiveness amid rapid market changes. Rather than defending existing positions, companies should continuously evaluate whether their current offerings serve evolving consumer needs.
The approach suggests that sustainable growth comes from systematic innovation processes rather than sporadic creative efforts, with successful companies maintaining both innovation pathways simultaneously to maximize market opportunities.
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