The Great Transpacific Airline And Storm Door Company

Type of record:
  • Strategy method
  • Reflection tool
  • Micro method
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


This method asks: "What is your business (really)?". It is about an exact definition and an exact understanding of the own activities and offers. Finally, key terms are brought into a new relationship with each other.

The satirically meant title of the method The Great Transpacific Airline And Storm Door Company alludes to an imaginary company that has NO precisely defined offer.

Although the stars in outer space are travelling at a rapid speed, they initially appear static to us when we simply observe them. Likewise, we perceive our businesses and markets as static, while they are actually in constant change. This misinterpretation can be fatal. This method helps us understand what our business actually IS, and what it SHOULD BE.

Is the core business of the Bundesliga, for example, sports or entertainment?

You can define your company using the following characteristics: Products/services, markets, customer benefits and technologies. Find several keywords of your activity and offer for each individual characteristic that describe your company. Now you can play around with the variables and reassemble them. This is how new ideas emerge. Under certain circumstances you may come to a new definition of your company and your activities.
  • Effective for disruptive innovations
  • Effective for highly complex challenges
  • Effective for incremental innovations and improvements
  • Effective for medium complex challenges
  • Effective for new business models
  • Effective for product innovations
  • Effective for radical innovations
  • Effective for service innovations
  • P1 Understanding (identify innovation fields - problem solving)
  • P4 Synthesize (create leading questions - take a stand)
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