The fallacy and hubris of “market attractiveness”

How many times have you heard or even said, “Is that market attractive to us”? We look at the markets we’re in, the markets our competitors are in, maybe even some that are new and wonder if they are/could be good for our business. We may even think of creating or segmenting in a new way.

Stop and think of the hubris in that very question: “Is that market attractive to us?”

Read more here....