Two out of three companies will need to redefine their core business to grow. Most wait until it’s too late—but those that succeed rely on one critical insight: hidden assets. How do you know when it’s time to act?
There are three clear warning signs:
→ Profitability is shifting
→ You’re under attack by a superior model
→ Your differentiation is eroding
The solution? Find your hidden assets. The book Unstoppable reveals that 90% of companies that successfully redefine their core unlock hidden assets—untapped strengths that reframe their strategy. These assets fall into three categories:
→ Customer assets: Often overlooked segments or brand strengths. De Beers leveraged its trusted name and customer insights to rebrand diamonds, investing in demand rather than supply control.
→ Platform assets: Underutilised capabilities or small divisions around the core. GE Capital began as a leasing unit but became GE’s main growth driver.
→ Capability assets: Expertise hidden in plain sight. Apple’s design and software strengths became the foundation for its transformation into a music powerhouse.
What hidden assets in your business could redefine your core? Are you overlooking strengths that could drive your next phase of growth?