If you’re looking to find a new business to start, one of the most effective ways to ideate is to look for horizontal innovation plays. This means taking an existing product or technology, and applying it to a different industry. For example, when Resnick was starting Cork Supply Co, he noticed an uptick in sustainably focused brands like Original Grain. Though he didn’t use wood and didn’t focus on the watch industry, the brand Cork Supply Co took similar roots in a fashion-forward sustainable outlook. This approach enables you to expand on proven businesses and move them toward your expertise or interests.
如果你想做一项新业务,形成概念最有效的方法之一就寻找水平创新之举。这意味着利用一个现存的产品或者技术,并把它应用到不同的行业中去。例如, 雷斯尼克创建软木供应有限公司时,他注意到那些持续重点品牌的上升幅度,如:原始晶粒。虽然没有使用木头也没有关注钟表业,软木供应有限公司这个品牌还是类似地扎根于前卫时尚的可持续发展前景中。这种方法使得您能够扩展成熟企业,并且推动着他们向你的专长和兴趣发展。
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