As shown in figure 2-2, to break the trade-off between differentiation and low cost and to create a new value curve, there are four key questions to challenge an industry’s strategic logic and business model: Which of the factors that the industry takes for granted should be eliminated? Which factors should be reduced well below the industry’s standard? Which factors should be raised well above the industry’s standard? Which factors should be created that the industry has never offered?

There are numerous barriers, I mean the issue of funding was a challenge for me. The business was almost self-funded. The biggest challenge is always the issue of access to funding more than anything.

There is a point of complexity beyond which a business is no longer manageable.