Does your work involve commercialising or investing in new-to-world products and technologies?

Are you interested in finding business solutions to hard-to-solve societal problems?

Do you want to bring an existing product or service to a new geography with a fundamentally different operating environment?

Have you identified a group of customers with a need that’s not being met, or met profitably?

If you answered yes to any of the above, you too are a market creator and will almost certainly encounter The Market Creator’s Dilemma.

Market creation is the innovation of new business models that bring new-to-world products into people’s lives and generate big sources of profitable growth