Keep your market definitions up to date ‐ or risk losing your customers Available to Purchase

“Our market is everyone living North of Main Street and East of Broad”. This sentence graphically describes a common problem: “framing” markets incorrectly, defining them according to our perceptions rather than the realities. Discusses why companies consistently wear blinkers when viewing their markets; describes the dangers of myopia in this important, but overlooked, area of strategy, and highlights typical causes.