Archive for February 9, 2016

Customer Development: Scouting A New Market

Written by Sean Murphy. Posted in Customer Development, skmurphy

There are no undefended markets. Established markets are characterized by entrenched competitors who have strong brand identify and deep customer relationships. Although Bill Hewlett always strove to “attack the undefended hill,” the reality is that any market worth having is at least lightly defended by the status quo of current alternatives. When scouting a new market you have to determine where you can make a clear contribution that will differentiate your offering from the alternatives currently available–including “doing nothing.”

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