Copy a market follower for a safe position in the market

Play to his/her own set of strengths

Play the same game as the market leader

Copy the market leader's strategy

a new product success story that was bottom-up because there was a market demand for a non-permanent sticky note, even though 3M didn't know it

a bottom-up example of a new technology that struggled for acceptance until the inventor could find the right marketing angle

a story about a stroke of pure luck, because 3M never would have succeeded if the office next door hadn't had yellow paper

a story that illustrates that with enough money a large corporation always has an advantage over entrepreneurs and start-up companies

using crocodile skins for shoe accessories

an augmented product providing a big opportunity

minimizing pain for a select group of customers

dancing without socks

reducing perceived risk

realize and develop

rip off and design

research and development as performed by DuPont and 3M

restate and redefine

research and design

exceptional qualifications

a proprietary idea

angle

significant capital

exclusivity

Come up with a completely new product that you can take into a new or un-explored market

Start with a patented product from a large corporation then look for a small way to work around the patent so you can steal a big chunk of their market

Copy the products and marketing tactics of larger, successful competitors

Find a way to rock the universe through cutting edge design

Make incremental improvements to a product or service that is already making money in a proven market

replicating or modifying and existing idea

technology breakthroughs

serendipitous discovery

systematic market research

the PC revolution

low price

brand extensions

multiple product lines

high quality

standing for something that is different and valued by customers

discusses only with close friends

shares openly with everyone

finds embarrassing

does not explicitly recognize or express

Balance "gut feel" with market and marketing research

Focus on marketing research

Use instincts to make quick decisions

Focus on market research

entrepreneurs do not have millions to spend on R&D and sophisticated messaging

entrepreneurs can't afford to buy success, they earn it

entrepreneurial ventures are typically funded on a shoestring

none of the above

all of the above

finding a product that addresses a real problem

dominating a usage situation

making it easy for customers to buy the product

concrete proof that a product works

facts and figures, charts and graphs

A motorcycle mechanic talks with other mechanics to come up with a new work stand that allows the bike to be lifted and rotated 260 degrees in any direction so it is easier to work on from any angle

A person speaks with working mothers to come up with any new product or service idea that would make their life easier

A person sits on a bench near Huntington Beach in CA looking for new fashion trends among beach goers

A non-game player notices and explosion in Eurogames (German-style board games) and starts studying gamers so he can create a new medieval history themed game

reduces pain or reduces opportunity

increases pain or increases opportunity

increases pain or reduces opportunity

reduces pain or increases opportunity

all of the above

Is there enough pain or opportunity to make people pull out their credit cards?

All of the above

Are there facts and figures to enhance product claims?

Does the product "touch the human sense of believability" with a compelling proof-point?

Does the product earn its way to occupy a unique position in a customers mind?