Profiting from a Green White SpaceG. Michael Maddock and Raphael Louis Vitón
The conversation started like many others. It was the kicker that surprised us: "We need $50 million in incremental growth from a new product or service within 18 months. It needs to strengthen our XX brand, and we must own the intellectual property. We don't want to be knocked off as soon as it hits the market. And oh yeah, the idea has to be green."
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