What Real Market Expansion Actually Requires
Most industries and business people facing disruption try to solve the problem by taking what they already do using the same standards, protocols and ways of operating — just applied to a new aspect of the market.
What if Real Market Expansion often requires something far more fundamental — a willingness to examine the internal conditions, contracts, and ways of operating that may be quietly closing doors that should otherwise be wide open.
The entertainment industry is one of the most palpable examples. Decades of one-sided contracts, command and control structures, and arrangements that systematically undervalue the very artists who generate the actual market value. The result — resentment, lost talent, and missed opportunities on a massive scale. A shift in contractual terms alone could unlock access to more artists, more monetization, and entirely new markets and products that were never previously imaginable.
Industries That Thrive Question Their Own Ways of Doing Business
In a time of Global Systemic Transition, the industries and business people that survive and lead will be the ones willing to examine their own standards and protocols from the inside out.
Watch this short video and find out what opening new markets could mean for your industry.
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Read the Full Verbatim Transcript: “Opening New Markets” with Kim Greenhouse
Opening New Markets
This section of The Rainmaking Company at rainmaking.ch is meant to speak to industry leaders and generators.
A lot of industries are having to drastically change the way they do business to make opportunities available in this digital age and in global systemic transition. However, it’s very difficult once an industry has standards and protocols and ways of doing business for it to be willing to change.
And sometimes there are forced changes, right? Like you lose market share, you lose opportunities. But when industries have been strong and dominating and the most competitive, and they own most of the market share, there’s less receptivity to opening up new markets. And typically, when opening up new markets is conceived, it’s usually to take the ways of doing things — standards, processes, and protocols — and superimpose them in a different direction of the market, not necessarily to make internal changes to the way things have been done, and are being done, to open up opportunities and new markets from that place.
Let’s take an industry for example — let’s take the entertainment industry. It has long been understood, both by the people in charge and dominating the industry, and by the millions upon millions of artists who have had difficult experiences with the legal side of the industry and the command-and-control side of the industry. So let’s say, for example, that the legal contracts are very parasitic, very one-sided, very much in valuation of the studio or the distribution end.
I propose that an entertainment experiment — and experiments — are carried out to see what happens when there’s contractual changes, more equitable arrangements and agreements, valuing the artist’s work, allowing the artist to take control of their work in a totally different way than they’ve ever been allowed to. I promise you: new opportunities, the industry will shift, new markets will open, you’ll have access to way more artists to monetize, and artists will be more appreciative and less angry.
If you would be interested in having your industry undergo and experience the benefits, the fruitfulness of changing the terms and conditions and ways in which you operate, to open up new markets that were never imagined before and never seen before — call The Rainmaking Company. Go to rainmaking.ch. Thank you very much.