Mark Osborne on how companies find new business by shifting what they already do. Moving from celebrity access to logistics expertise, or selling existing products to new customers. The risk: over-committing to markets that don't fit your core strength and diluting your brand.
described often opens up sort of new categories for businesses, either in sort of new services that they can offer, as you talked about with the original company shifting from B2C, whereas now they're not offering access to celebrities, but they're offering this expertise in sort of managing the logistics. As companies uncover these insights from customers and other stakeholders, and identify new markets to move into, whether it's creating a new product, you know, for existing customers or, you know, new customers for an existing product, that can be a risky, you know, sort of inflection point because they can make some missteps and maybe they overly commit to a market that isn't really going to align with their core value proposition.
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