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The first category is exogenous factors over which the business has little control: the growth of the markets into which it sells; the competitive intensity and thus the average profitability of the industry in which it operates; or the fragmentation of its industry and thus the scope for a growth-by-acquisition approach.
Also, most billion-dollar ideas don’t start that way; they can benefit from the established operations, go-to-market or service capabilities, and other corporate assets that help to scale rapidly. For ideas to become reality, a company needs repeatable processes, not only out-of-the-box insights. It’s not just products.
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