The cost of assets is one reason potential customers stay away from participating in certain markets. Rethinking asset ownership or access to assets can bring in a whole new set of customers sidelined for a variety of reasons.

There are always lingering structural and business inefficiencies in any market. Look out for them since they can open a whole new world of opportunities for your business and offer the next step-change in growth.

We sometimes ignore an entire set of downsides while launching me-too products. They have hidden costs. They can easily erode value in the markets you play. Any immediate benefit from launching me-too products doesn’t last long.

Cross-pollinate your strategy influences. Keep an eye on what’s happening in other industries and innovative companies beyond your familiar set. There’s a bias for executives to look inward within their own company, maybe even study the past, or look at their peer companies to craft strategy. Sometimes the smartest strategy might be to borrow effective strategies from other industries and make it your own. You don’t have to reinvent the wheel always!