Market Research

Market Strategy

No One Wears Shoes

Andrew Penny, September 19 2023

Many years ago, a shoe-maker sent his best sales-person to a developing country to see if there was a market for shoes. He reported back, “The market is terrible – no one wears shoes”. Not being sure if this was true, the shoe-maker sent a consultant to double check, “The market is fantastic”, he reported, “No one wears

Read More
Market Strategy

Wedge Categories

Andrew Penny, August 15 2023

Standing out and capturing attention can be difficult, especially when you're introducing a new product in a market where there are dozens of similar offerings. How do you find the right buyers and how do they find you. The larger the number of buyers, the more competitors you’ll have to face. A great way to solve this problem is to use a Wedge...

Read More
Leadership & Management

The Problem with Echo Chambers

Andrew Penny, June 20 2023

The Chagres River feeds 2 billion gallons of fresh water each day into the 82km Panama Canal to move the immense cargo ships through the channel. The canal carries about 6% of the worlds trade. It’s forecast that a 6-foot drop in its water levels is likely by the end of July. This means that the vessels can only carry 60% of a full load and sail...

Read More
Market Strategy

New Products to New Markets

Andrew Penny, May 23 2023

We’ve helped hundreds of companies take new products into new markets and when I say new products, I don’t mean a slightly better ‘me too’ product, but ones that completely change the way things have been done up till then. This includes tomato bio-char, de-pyrolysis of used tires, smart home grids, GPS farming, and many

Read More
Market Strategy

Launching New Products

Andrew Penny, May 9 2023

I recently met with two CEOs who shared that one of their worst mistakes was hiring a senior sales executive to help them launch their new products. Seems counterintuitive, doesn’t it? New product, new market – hire a really good salesperson to lead the way. Unfortunately, it never works out

Read More