- Think carefully about what value you are adding to the consumer above what is currently available to him/her –and make sure that value gap is as wide as possible!
- Ignore existing demand for existing services –dare to be different! Look at areas where existing products or services fall short of expectations and then offer something completely new to potential consumers. Turn that non-consumer around to bring him/her back into the market.
Applying these types of questions to existing business models will at the very least provide a litmus test of the intensity of competition a company may face. Applied using a bottom-up approach, it has the potential to generate genuinely new markets or industries we cannot yet even imagine.