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Definition

Ask yourself whether you will be ahead of the market—that is, will your product or service arrive in the market at just the right moment to capture more than your fair market share? Timing, velocity, and direction of an opportunity are important. Think of skeet or trap shooting. After taking into consideration the trajectory, direction, changes in altitude, wind (demand), velocity of the clay pigeon, and the characteristics of your weapon (your product), can you lead the target (your market) so that your shot (the delivery of your product) meets it at just the right moment?

Velocity, direction, wind, and change in altitude

Can you spot the flight characteristics of the market? How fast are things changing? In what direction is the market headed? Is it curving or steady? Is it changing altitude or strength? How quickly can you determine the answers to these questions (your answer should be in minutes rather than days)?


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