anything else?

Are You Targeting a Phantom Market? Robyn Bolton, hbr.org Here’s a quick quiz for you. Is it easier to getA: 1% of a huge, established market?orB: 100% of a completely new one?If you work for Apple, you might have picked B. But too often when companies embark on innovation projects, they pi…

Are You Targeting a Phantom Market?
Robyn Bolton, hbr.org

Here’s a quick quiz for you. Is it easier to get

A: 1% of a huge, established market?
or
B: 100% of a completely new one?

If you work for Apple, you might have picked B. But too often when companies embark on innovation projects, they pi…