The Second Mile

With the fundamental research done, the focus moves from the technical to the commercial.  Here the skill underpinning success is strategic thinking and the ability to make the first sales.

The task in the second mile is to clarify exactly how the proposition is different from its competitors, to locate the people who will value that difference, and to develop a business model that will repeatably make money from this understanding.  It is a phase of business experimentation.

When you have validated your business model in practice – achieving repeat sales to similar customers using the same economic model – then the Second Mile is complete. The focus moves on again, this time to scaling your business.