Risks

Companies who fail to understand and act on the dynamics that drive transitional growth face the following risks:

• Ignoring market trends and customer needs that will ultimately make your company obsolete:
  
• Missing out on opportunities for profitable innovation.
  
• Eroding brand loyalty and relevancy
• Failing to identify and pursue new markets and missing important opportunities in new categores
  
• Losing business to companies that are more engaged, interactive and responsive.
  
• Failing due to a lack of buy-in from all of the needed players internally.
  
• Poor product-market fit through poor upfront planning and wishful thinking 
  

Opportunities

If you assume a market and customer driven approach to market development, opportunities include:

• An ability to know and leverage your company's crown jewels and existing customer relationships to establish new beachhead markets.
  
• Significant acceleration in top line and bottom line growth
• The confidence to successfully innovate, with an expansion of your product line and revenue base amongst existing and new customers 
  
• An ability to create outcomes-driven strategy where great planning and execution meet
  
• A strong and differentiated brand and competitive position
• A more unified organization internally, with shared accountability and buy-in.