Many owners and senior managers understand and articulate that their businesses need to grow, but often cannot specify “how” they intend to make that happen. They say they need to find additional customers and markets and occasionally say they want or need to find new products; but infrequently specify what or how they intend to make those things happen.
Much has been written about “what” manufacturers need to do to find and enter new markets, diversify, add customers, innovate, and develop new products. But most of this—taught in business schools both at undergraduate and at graduate levels—pertains to large consumer products companies and a few large industrial companies; there is little material directed to the small company. If ...
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