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Element 26. Strategy to Penetrate Market > Relevance—Why Add This Element?

Relevance—Why Add This Element?

This element evaluates how you propose to enter the market. It inquires about your level of clever, heads-up gamesmanship. The key is to establish your market beachhead before the opponents can react. If you can reach critical mass—that level of business activity where you cannot be pushed back out of the market—before there is adverse reaction, you will have succeeded in your launch. It would then take extraordinarily bad luck and/or poor management to cause you to squander your launch success. My favorite metaphor here is the tank and the high-explosive round or bullet the size of a beer bottle that destroys the tank by blowing it up. How did it do that? By exerting extraordinary force onto a pinpoint hole, gaining access through the five-inch hide, and spewing highly explosive heat and toxic power into the cavity it creates. Boom! Think of your launch along the lines of this phenomenon.


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