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New research demonstrates how to select early customers to enhance product success in new markets, suggesting effective strategies.
Companies trying to scale tech products know the hard truth: An offering that connects with people in one environment may fail in another. How can you avoid such an outcome? Leaders must learn quickly and iterate on products using lessons from their organization’s earliest customers in a new market, but they often undervalue the strategic choice of which early customers to prioritize. Learn from new research that shows how to choose, and real-world examples illustrating the approach in action.
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Nataliya Wright (2026) studied this question.
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