Perhaps the simplest way to add value in a give context is to !fill the gap”.
A young entrepreneur who was engaged in a project to help handicapped people in Uganda realized this. She found that it was difficult to find a bra in Kampala that fit her. And she noticed that a significant number of Ugandan women had breasts that were similar to her own. Bingo — she began importing large sized broa, and has built up a nice business. She filled a gap.
This strategy can be applied in a more generalized way. Consider this ecology(1) people want better solutions to problems that the have and they turn to the market for products and services that offer these better solutions (2) companies profit by listening and fashioning a steady flow of upgraded solutions. (3) companies need intellectual resources to fashion those new solutions – they need to connect with researchers who spend their time thinking about this sort of stuff
So you would think that there would be no gaps between customers and firms, nor between firms and researchers. Wrong. Greg Satell writes about those gaps.