It is so easy to say we will get there. But, if you don't know where you are going, what that looks like currently, who is already there, what's happening right now, who doesn't want you to come and how you will find the one place where you are headed... then you will waste a lot of time on that road trip.

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• You must know the industry and how it is currently mapped out: and the ecosystem it exists in.

• You will need to know all the zones of that industry and what changed have been happening.

• You will need to know all the people frequenting that space and which way everyone gravitates - and why.

• You will need to be able to zone in on those who will really take to what you have to offer... and to do this, you must understand them, their needs, their drivers and their frustrations.

• You will need to know who else (or potentially will soon enough) is also zoning in on those groups. 

• You will need to be open minded that every business has it's greatnesses and faults and study both.

• You will need to be able to see exactly where the "blank space" exists and how you will claim it, and protect that which you can certainly control.

• You will need to be able to prove to those who you want to match with, why you are the best match for their specific need.