Knowing a winning business idea when you see one.

  title={Knowing a winning business idea when you see one.},
  author={W. Chan Kim and Ren{\'e}e Mauborgne},
  journal={Harvard business review},
  volume={78 5},
  pages={129-38, 200}
Identifying which business ideas have real commercial potential is fraught with uncertainty, and even the most admired companies have stumbled. It's not as if they don't know what the challenges of innovation are. A new product has to offer customers exceptional utility at an attractive price, and the company must be able to deliver it at a tidy profit. But the uncertainties surrounding innovation are so great that even the most insightful managers have a hard time evaluating the commercial… CONTINUE READING
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