23. Growth – The Conditions for Successful Adjacency Expansion

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Expansion into adjacent markets is a risky proposition that succeeds only about 25% of the time. Research suggests that successful companies share two common features: 1) A strong core business to build on and 2) a repeatable formula for adjacency expansion. While the majority of repeatable formulas are build upon customer driven insights, the efficient build out of networks and the application of core skills in new markets can be other viable ways to grow.

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