The Danger of Concentric Market Thinking in Product Development

Look out for areas where concentric commercial markets require significant technical or operational leaps to be captured

Once you take the beachhead and start looking around at your concentric markets, make sure you're still moving across the ground and not trying hop between islands in a chain (end convoluted metaphor)

It is common for companies developing new product to think about beachheads and concentric markets. In theory, the beachhead is a very specific market that…