Awkward Reality #132

Look for Landmines and Launchpads… especially in unfamiliar markets.

A Landmine can kill your project… but who steps on a Landmine they can see? When you convert assumptions and questions into facts, you make landmines visible and therefore harmless. A Launchpad is an unexpected, high-value customer outcome. Discover these before competitors to develop solutions in a “competition-free zone.”

More in white paper, Innovating in Unfamiliar Markets (page 13).