Every company comes across tipping points that dictate its place in business history forever. A reasonable mix of paranoia and smart risks are the prerequisites to survive. A Danish company offers a timely case study on breaking away from corporate inertia, while also pausing us to self-reflect on our actions or lack thereof.

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.