Research
See what the category has taught everyone to overlook.
Investigations into category origins, inherited assumptions, evolving executive challenges, and the positions software companies could credibly pursue next.
Explore the research →Category intelligence & strategy
I find the strategic move that changes what a company is worth.
Most companies keep improving what they already sell and how they sell it. I look for the move that changes the basis of competition.
The idea
What if your product category is hiding the opportunity?
Product categories emerge to solve business challenges. Over time, the answers become established. Vendors compete to deliver better versions of the same solution, while the business challenge that created the category continues to evolve.
New technology, combinations of capabilities and different economics can change what is possible. The opportunity may belong to the company that questions the established answer—and finds a more valuable one.
Two ways to explore
Advisory
Turn a strategic opening into a business decision.
Apply the research to a company you are building, an asset you are buying, or a business you are preparing to sell.
Explore advisory →