Would you get into the wireless phone business today?  Can you think of a more cutthroat competitive marketplace than cell phones?  Can you think of a market that has more disappointed investors than mobile communications – voice or data?  If I told you a company was getting into mobile communications, you’d probably say "good luck." And then you’d make sure you don’t have that stock in your portfolio.

Unless the company is Apple.  Last week the reporters started talking about Apple’s potential jump into cellular phone service (see article).  For most companies you’d laugh.  But, for Apple, you probably believe it.  And you likely think they just might pull it off.  After all, why not a cell phone iPod?

Why change your opinion when you hear the company name?  White Space.  Apple has demonstrated it is willing to Disrupt its Success Formula to open up White Space and develop new markets.  By demonstrating that skill, Apple is now able to keep competitors off balance.  Even competitors in industries where Apple formerly did not participate.  Apple creates possibilities for investors and employees, and concern (if not fear) in competitors just because it has shown that by using White Space it can tackle and win in new markets.

Virgin is like Apple in this regard as well.  From a recording company Virgin is now an airline, a retailer, and a cell phone company.  What is Virgin’s great skill?  It is willing to Disrupt itself and create White Space for launching new businesses and entering new markets.  By doing this Virgin, like Apple, has demonstrated an ability to remain evergreen.  And create concern and doubt amongst its competition.

The Power of White Space.  It keeps your company fresh, and long lived.  And in the short term, it keeps you competitors off balance.  You don’t have to do everything you announce, nor even succeed at all you try.  Merely by demonstrating you will do it you create competitive fear – and an advantage for yourself.