So how do you know when to make the first move? I would say, when four conditions are present simultaneously. No. 1, when your bet requires a big investment, in terms of both dollars and time to market. No. 2, when it will provide customers with new and substantial value. No. 3, when the cost for customers to switch away from you will be high. And, No. 4, when you can keep what you’re doing confidential until roll-out.
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