2min chapter

The Innovation Show cover image

Derek van Bever - The Capitalist’s Dilemma

The Innovation Show

CHAPTER

The Pull of Established Markets

The pull of established markets. Why is it that we're so comforted by the thought that we could have a tiny, tiny sliver of good fortune in an existing market rather than owning a brand new market that we pioneer? That question always puzzled Clay and it's one that we pose to our students in case study after case study where we see people seemingly comforting by the fact that they've been able to find a safe, familiar home for what could have been a really cool path breaking innovation.

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