1. Have the product totally vetted by the
target industry.
2. Select one downstream target company
and joint venture (sharing costs/profits)
for a defined time period.
3. Go downstream and perform the func-
tions of the target customers themselves.
4. Wait until Santa Claus comes along
with bags of money and asks no questions
about the industry acceptance, requires no
return on investment and will continue to
provide funds indefinitely.
In summary, until a product becomes
fully vetted by the target industry, in some
manner, all the other subsequent questions—”Can we win?” and, “Is it worth
it?”—become immaterial and the offering
cannot cross-over-the-bridge. CW
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