Failsafe Strategies: Profit and Grow from Risks That Others Avoid

Chapter 1. How to See Gold Where Others See Risk: Identify More Choices to Get the Gold

	“Strategy formulation involves the constant search for ways in which the firm's unique resources can be redeployed in changing circumstances.”
	--Richard Rumelt

In most industries, the major players are well aware of what customers are looking for (generically, more value for money). Yet at any given point in time, many of the customers' desired value propositions (whether price, quality, quantity, and so forth) remain unfulfilled because existing business models are incapable of delivering these values in a manner that is also profitable for the firm. However, if a firm can solve this trade-off, then the profits are almost guaranteed.

Many firms take a linear ...