Everything from

Kellogg Insight, Northwestern

2 resources from Kellogg Insight, Northwestern we point founders to, and the questions each answers.

📄 Article

✓ Link checked Free Intermediate

Why we picked it This is the honest counterweight to the romance of the naive disruptor, and it maps onto your short answer directly. It shows outsiders do bring fresh ideas but often struggle to make them land without enough context, so the edge only pays off once you close the gap. Read it to keep your fresh eyes without deceiving yourself that inexperience alone is an advantage.

Sure, Industry Outsiders Can Bring Fresh Ideas. But Are They Better Entrepreneurs?

From Kellogg Insight, Northwestern by Kellogg Insight Medium read

Fresh outsider ideas are real but harder to execute without context
Deep expertise can cause fixedness, yet some knowledge is required
Combine fresh perspective with enough learning to be taken seriously

Open insight.kellogg.northwestern.edu →

Answers How do I find a problem worth solving in an industry I have never worked in?

📄 Article

✓ Link checked Free Intermediate

Why we picked it The gap between a big market and a paying market is willingness to pay, and this piece gives you a rigorous way to actually measure it. It moves you past asking would you pay, a question that flatters you, toward methods that reveal a real number. Use it to put a price test in front of your quiet market before you assume the gap is a gift.

A Better Way to Measure Customers' Willingness to Pay

From Kellogg Insight, Northwestern by Kellogg Insight ~10 min read

Stated interest overstates real willingness to pay
Structured methods produce a defensible price a customer would actually accept
A market only counts once someone will pay a real number

Open insight.kellogg.northwestern.edu →

Answers My market is huge on paper but almost nobody is actually paying for solutions today. Good sign or bad?

eChai Partner Brands