When I talk to organizations that are entering a new market I can quickly identify the ones that will succeed. I do so by looking for answers to two questions:
- Do they understand the problem space?
- Are they building a better mousetrap?
Lacking appropriate visibility, that assessment often comes at a distance and fueled with personal bias (impossible not to). It can be defined by paying close attention to a) the way they position themselves and b) their understanding of the customer, specifically the customers journey (which is reflected in their positioning).