...the market opportunities. First, is there really a compelling reason to buy? Do the customers see real value in the thing that you are offering to them? And this is, by the way, the first factor you want to explore because if there's no significant v

...your different market opportunities, you map them on the scale of overall potential and overall challenge. And and it's a two by two matrix. And just like any two good two by two matrix, it creates four types of opportunities or it distinguishes betw