Market-System Activation

Activating improved market capacity.

Market-cycles begin in the emerging market where emerging players (entrepreneurs and startups) and sustained players (established companies) work to incubate new market-systems.

The majority of this entrepreneurial effort fails to create new market capacity. Many will create enough capacity to win some market investments, but struggle to achieve sustainable or consequential growth. Because these market-systems lack the capacity to substantially improve the unified markets attributes they will face an perpetual battle for market relevance. Such is the fate of entrepreneurs who ignore the new business imperative.  

Through market-vision, luck, or iterative trial-and-error a very few market-systems emerge that create a substantial reservoirs of new market capacity. These enviable market-systems possess the ability to improve the markets attributes.

When guided by sound emerging principles and leadership these new market-systems can attract emerging market investments, earning themselves the market time, experience and resources needed to start demonstrating the improved reality. Success will allow the emerging-system to begin attracting attention and investments from the sustained market. Only by doing so will the emerging-system end the activation phase, and begins the disruption phase of the market cycles.