What is the inherent value your business brings to others? Would you describe that as your “market” or something different?

I used to laugh when overnight a Hong Kong office furnishing business, Wing Lai, I walked based everyday on my walk to work in late 1999 rebranded as a dotcom. It was as if the owner heard at the height of the tech goldrush that he could transform his business valuation, as a proptech company. Yet nothing discernibly changed. The same old vans would pull up everyday with a cadre of hard grafting Cantonese berating each other, and lugging office fixtures and fittings into their building. It was an illusion.

Today, I meet a great many entrepreneurs, who are so immersed in their technology or methodology that they see themselves in a market that they really are not. Not for opportunism but clarity of mind about their value.

For example, if you are digitising the process of managing personal money, you are really in the personal financial logistics market. At scale, you might look to what Amazon is doing (user experience, frictionless delivery etc.), as a bellwether, for how you innovate more impressively.