DOs

• Analyze the opportunities

• Go out to look, to ask, to listen

• Keep it simple, keep it focused

• Start small – try to do one specific thing

• Think big – aim at market leadership

DON'Ts

• Don't try to be too clever

• Don't diversify, don't splinter, don't try to do too many things at once

• Don't undershoot, or you will simply create an opportunity for competition

• Don't try to innovate for the future