The capability was adjacent. The buyer was not.

Most product extensions that fail were not built badly: they were sold to a list that was never going to buy them, for reasons that looked sound in the room.

By Steve 5 min read
Abstract bridge artwork for The capability was adjacent. The buyer was not.

When a business decides to add a line, a new service tier, a product alongside the core, a productised version of something it has done bespoke for years, the case is almost always built on the supply side. We already have the people. It uses the same kit. It draws on IP we have accumulated. Delivery risk is low because it is 80% the same work. All of that can be true and the extension can still miss, because the question that decides the outcome is rarely the one that…

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