Eureka! How to Get that Great Idea to Market

‘Making a market’, or creating a need for something no-one has experienced before, is difficult enough for the most well-known sellers, but for entrepreneurs it is doubly so. To overcome the hurdle of succeeding with a new product, they need to work not only on the innovation itself but also on educating potential customers. This research sets out an approach to market-making for entrepreneurs in certain complex markets.