Henderson argues that most organizations fail because they start with an idea and try to find a market for it.
: The word "opportunity" comes from the Latin ob portu (meaning "into port"), referring to the right wind and tide conditions for a ship to enter. Success comes from aligning your "cargo" (product) with the right "tides" (market conditions). Shopping & Availability
: External shifts in demographics, economics, or consumer behavior.
: Emerging tools or scientific breakthroughs that create new possibilities.
: New ways of capturing value (e.g., subscription vs. one-time purchase).