Cognitive Referent

For startups jockeying for position in nascent markets, pressure is intense to come up with a viable business plan before running out of money.

Unlike mature industries, nascent markets offer little certainty and plenty of ambiguity—undefined customers, unclear products or features, uncertain customer demand, and even an ill defined set of competitors.

The successful firms focused first on trying to solve a problem and then getting attention for their solution.

Why Your Company Wants to be a 'Cognitive Referent' via HBS.
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