Marketing and sales. Great how-to lessons in this article. What looks good on paper may not be!
Excerpt: Before targeting a white space do a simple thought experiment: put yourself in the shoes of its natural “owner.” As Innosight Ventures Partner Pete Bonee explains it, “Ask yourself, with some degree of discipline: Why hasn’t this been done before? Who are the people who might have done it? Did they try? Why did they or didn’t they? If the business opportunity is obvious to us why hasn’t it been obvious to other smart people? What do they know that we don’t?”