Some of the greatest business success stories have started out in tiny markets. "Foothold" markets enable companies to target efforts narrowly, create solutions quickly, and adjust approaches rapidly. Yet targeting footholds runs counter to the political processes at work inside many corporations. Read about how foothold markets work, and how to identify them through a rigorous process, in my piece for Canada's Ivey Business Journal.
Stephen Wunker is the Managing Director of New Markets Advisors and the author of Capturing New Markets: How Smart Companies Create Opportunities Others Don't (McGraw-Hill, 2011).