PART TWO
Formulate and Shape Ideas
Along some dimensions, identifying a market-based opportunity is the easy part. Now you have to formulate and shape an idea that allows you to capitalize on that identified opportunity. Many minefields stand in the way of success. Detailed market data âprovingâ that you are going in the right direction will be hard to come by. Existing and potential competitors are lurking around every corner. And you know that to be disruptive, you have to follow an approach that may feel very counterintuitive. In fact, our experience suggests that the normal process by which companies evaluate and shape opportunities is ...
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