Yesterday I went to Ikea. Looking over the room mock-ups, I was surprised to see mock-ups of stores as well. They were accompanied by signs appealing to small-business owners to buy Ikea furniture. But appealing to a group is different than serving it. Companies must do more than market to small business. They have to tailor their work to the group they are pursuing. The furniture in the Ikea “stores” was just bookcases and other display pieces. There was nothing there that suggested any degree of retooling for the niche. For success in new markets, bring them something new.
collectionsNewslettersInnovation FestivalCurrent Issue
World Changing Ideas
New workplaces, new food sources, new medicine--even an entirely new economic system.
The major tech ecosystems that battle for our attention and dollars.
What’s next for hardware, software, and services.
The brave new world of automation, from AI to drones.
How our urban centers are building toward the future.
Most Creative People
See members of our Most Creative People in Business community: leaders who are shaping the future of business in creative ways.
An award-winning team of journalists, designers, and videographers who tell brand stories through Fast Company's distinctive lens.