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The main reason most companies fail at new business creation is that they shy away from seizing the white space-making moves that don't immediately make sense within the context of their current operations. Is there any way to make these ostensibly risky moves into a manageable process to reduce the uncertainty of venturing into the unknown? In this chapter, Mark W. Johnson, cofounder of Innosight and thought leader in company transformation, outlines an explicit four-box business model framework-comprising the customer value proposition (CVP), profit formula, key resources, and key processes-a road map to new possibilities for innovation, transformational growth, and renewal that you never before thought you could capitalize on. Powerful examples from Tata and Whole Foods show how it's done. This chapter was originally published as Chapter 2 of "Seizing the White Space: Business Model Innovation for Growth and Renewal."