From Marginal to Mainstream: How Brand Growth Will Come From the Fringe

Helen Edwards is author of from marginal to mainstream why tomorrow's brand growth will come from the fringes. She says that as strategists, we're always encouraged to look at the fringes for what can inspire our strategies. Helen: Is there a stage between tipping and early entrepreneurial where you can begin to increase your odds of commercializing this in a way that grows share or grows revenue?