In the face of uncertainty, many companies will default to asking their innovators to study and analyze, which can't actually ever provide a definitive answer.

Three of our core corporate values are inclusiveness, collaboration, and humility.

People will try to copy what they can see, which is the final product or service, but it's much harder to see (and copy) all the intricacies of the business model that allows you to create, capture, and deliver value. And that's what you need to get right to really jam something down people's throats!

The reality is customers lie - not because they want to want to deceive you, but because they don't do a good job of predicting what they will do in the future.

Anytime you see a constrained market, where consumption is limited to those who have special skills or are wealthy, that signals an opportunity for innovation.

Make sure that you take the time to think about how other companies might respond to your idea, both those companies already in the market you plan to target as well as others that might imagine targeting that market.

You have to make the decision about whether you want to avoid or you want to overcome the resistance.