Sublime

I have come to call this approach to discovering the emerging markets for disruptive technologies agnostic marketing,

you should always listen to and respond to the needs of your best customers,

Only those companies that carefully measure trends in how their mainstream customers use their products can catch the points at which the basis of competition will change in the markets they serve.

can be all too easy to default to a bad money approach in our lives, too. Many of us thrive on the intensity of a demanding job—one that we believe in and enjoy. We like proving what we can do under pressure.

bevy

Innovations get skewed to do the jobs that executives want them to do—which is to confirm that the customers want to buy the products that the managers want to sell them.

The appeal of easy answers—of strapping on wings and feathers—is incredibly alluring.

because a theory is a statement of what causes what, and why.

the kind of market-size forecasts that come out of even the most highly respected firms