For the past nine months, After the Comma has been on a mission to understand the Global Citizen — the secret muse customer to super-high-growth companies like WeWork and Airbnb. It’s been a transformative project both personally and professionally, for each of us in different ways, so we thought it…

A quick review of the world’s most valuable start-ups yields some familiar names: WeWork (now The We Company) in at number four, Airbnb at five, Stripe at eight, all of them heading into outer space at $20bn and rising. While most businesses have been trying to understand Millennials or meet…

2019 is upon us: the year when Gen Z will officially outnumber Millennials as the largest global generation. Time to chuck out all those Millennial reports and double down on becoming the choice of the new new generation. Self-entitled idealism is out; hard-working pragmatism is in. The question is, will…

The most common challenge facing innovation teams is not lack of talent, lack of insight or lack of ideas — it’s lack of optimism. Without it you do not stand a chance. If you don’t believe you can change your market, it will very quickly become a self-fulfilling prophecy. Opinions…

As we have seen in previous posts in this series, mapping innovation opportunities for your business involves triangulating insights across three areas: your business and how you currently deliver value to your customers your customers and their needs (and future needs) the disruptive forces at play in the market But…

So, you identified a peach of an opportunity for your business. …

People start businesses because they believe they can serve a group of customers more effectively than anyone else. And because start-ups don’t enjoy some of the benefits of more established businesses (such as scale, relationships or brand), they have to address their market in innovative ways in order to carve…

I love numbers. More than 50% of Google search now happens on mobile devices? Good to know. 54% of the world’s population lives in urban areas? Worth remembering. Nothing like a cold, hard fact to help you see the wood from the trees. These numbers are based on actual, recorded…

Trends are a manifestation of the external forces acting on your category. Evaluating them is a key activity in the opportunity mapping process. …