When most founders begin their journey, they focus on a good product and the right market. But what happens when your customers don’t yet know they have a problem? What happens when there’s no market, even when you know you have a solution people need?

It’s rare to find success stories of simultaneous company and market building because it’s not a challenge that every organization faces. But if you’re innovating within your industry, it’s a problem you should expect and prepare for because it means having to operate in two realities—the internal reality where you know the challenges in your industry and how you’re going to solve them, and the external reality where nobody else has recognized the problem that needs to be solved. Click here to read the full text article