Mike Rothenberg encourages entrepreneurs to avoid “red oceans,” a business-strategy term for cutthroat markets where competitors struggle for incremental gains. The CEO of Rothenberg Ventures says entrepreneurs should instead swim toward blue oceans, rivers and ponds, while developing the instincts to discover these emerging, wide-open markets.
Identifying new sources of growth has become increasingly more complex given the myriad of alternatives that new business models, strategic partnerships, advanced technologies, and other disruptive mechanisms offer us. Taking a systematic approach to finding these opportunities means veering from our usual mode of operations to a much more speculative mindset where the learning journey is as important as the destination itself.
The University of Cambridge has partnered up with global pharmaceutical company Eli Lilly and Company in an active collaboration programme helping to find and develop potential new medicines, particularly in the areas of greatest need. Gianluigi Cuccureddu comments on the challenges and possibilities of the initiative.