Thinking outside the Business Vertical

Recently I participated at a conference organized by a large national association operating in a market that was not immediately in our business vertical. We generated great leads which we hope will turn into a continuous flow of business.

The best outcome of this show was realizing the potential new markets outside our immediate ‘business vertical’ that need exploring. I call it ‘Thinking outside the Business Vertical’.

One could argue to concentrate on your core markets, and to some extent I agree. However, what if your core markets are over crowded by competitors? What if your core markets are saturated with similar products and you cannot generate any new sales from these markets? Can you explore new market verticals? Can you afford not to be searching for other verticals?