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To grow your company’s revenues, you can partner with companies that are already selling to your type of customer. This is a fairly linear exercise in finding the companies who fit the query: “Who has your customers and wants more of them?”
To look at it a little more laterally, your company has a technology or product with a core capability – What does this capability mean to the various industry sectors and who would it bring a competitive advantage to? In Michael Porter’s five forces, who can you help become a Substitute in particular markets.
Memory of Substitute songs: The Who and The Clout
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