move from selling to the government to private sector/commercial sales
A start-up using advanced technologies for training and development was enjoying significant success in the military market. The company turned to analogy to help it enter lucrative but underserved adjacent commercial markets
analogy developed a strategy that focused on key attributes prized in the commercial marketplace and eliminated attributes not valued in the private sector
The new business model included an enriched service, consumer-suitable pricing, and a plan to enlist the support of key influencers
The uniquely positioned product had sufficient differentiation to succeed in the commercial market
