Learn the lingo

Entering a new market is a bit like moving to a foreign country. To make a success of it, you need to learn the language, understand customs and find your place in their world.

Few technology businesses go to market like this.  They look at markets through the lens of their technology and hire translators to  help find the way. But without a clear focus, people tend to get lost as well as the translation.  So the technology doesn’t get adopted fast enough and investors lose their money.

Customers can tell you everything you need to know about your place in their world; you just need to find out. They’ll show you where to invest resources and the people you need to know. They’ll even teach you the dialect they speak.

So when entering a market, make the effort to understand the locals point of view. It’ll speed you on your way.

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