1. Look across alternatives
2. Look across strategic group across industries - eg. curves health clubs
3. Look across the usual set of buyers
4. Look across functional and emotional appeal or add one in case of its absence
5.Look across complementary product and service offerings
6. Look across time - how a trend will add value to business years down the line if a trend follows its logical conclusion
a. Understand the strategic profile of the industry
b. Understand the strategic profile of the competitors
c. Understand the strategic profile of your own company
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