Are You Too Making A 100M Mistake?
I was speaking with a major market research firm that in the not too-distant past had scuttled an eagerly anticipated new practice area, claiming that there wasn't a market for the new practice and associated research. Yet, a few years later, their biggest competitor has a huge, booming practice in the same area! The competitor's most widely-read analyst in the entire firm is (you guessed it! ) writing exclusively about the same practice area that was scuttled. For the competitor, this is the largest practice area, generates the greatest volume of reports, and the greatest revenue. Clearly, their competitor has made a very successful business in the same market that was deemed unprofitable and unfit for entry. ...
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