Why Your Company Wants to be a ‘Cognitive Referent’ (Hint: Space X)

Companies that come to epitomize a nascent market can capture greater success than other startups.  For startups jockeying for position in nascent markets, pressure is intense to come up with a viable business plan before running out of money. Unlike mature industries, nascent markets offer little certainty and plenty of ambiguity. Is there a roadmap or strategy that firms can follow to gain cognitive referent status? Read More>>

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