The message that will resonate now is much more likely to be “Look at this hot new market.” This message typically consists of a description of the emerging new market, anchored by a new approach to a problem stubbornly resistant to conventional solutions, fed by an emerging set of partners and allies, each supplying a part of the whole product puzzle, to the satisfaction of an increasingly visible and growing set of customers. The lure embedded in this story is that we are seeing a new trend in the making, and everyone who has a seat on this bandwagon is going to be in on the Big Win.
