Companies today face a bewildering range of market choices, each with hundreds of potential customer groups and thousands of suppliers competing and cooperating in complex ecosystems. Rather than focusing on winning in one market exclusively, companies need to continually:
- understand at a granular level the current and potential customer groups they could address
- learn the supplier ecosystems serving these customer groups with which they might compete or cooperate
- monitor the rapidly changing dynamics of these granular markets (customer groups and supplier ecosystems)
- continually renew their selection of granular market opportunities within a clear domain of focus.
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