Chapter Three. Market Strategy
One of the biggest errors a company can make is to embark on a new market strategy that is not valid, or if carried to its logical conclusion, unprofitable. I mentioned the wax company that was founded on an irrational marketing premise and into which many tens of millions of dollars were invested before the basic concept was disproved. It really took a very minimal amount of investigation to determine what the correct approach should be and it would have saved a lot of effort and extra cost if the investigation had been performed prior to the formation of the company.
Many market strategies are like Athena, the Greek goddess who was born full grown from the head of Zeus. They magically appear from the heads of senior ...
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