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  • The argument is that if you are introducing a new product (applies to service, idea, etc too I think) into a new market, it is more suitable to identify and research the needs of the Utopians.The only problem is that there is a limit to the number Utopians - Apple typically tops out at c 15% of a market, even though it is a revolutionary early entrant (Microcomputer, mobile music, mobile 'Phone...
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