32. Disrupt and Innovate

Now you will shift your thinking completely outside the box to consider ways you can become a market leader. The exercise in the previous chapter, “Substitute Products and Services,” got you thinking about natural extensions in your current market. The next exercise will ask you to change the way you think about your business so that you can create new value for your customers. This is done through radical rethinking outside of typical industry solutions and competitive offerings to consider what customers really want.

Philip Kotler says marketing is about knowing “where your customer is going and [being] one step ahead to offer it to them.” Seth Godin, author of several marketing books including The Purple Cow and ...

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