How to Create a New Market | Cherif Habib, Founder of Dialogue (IPO: TSX)
There are two types of startups: those that sell into existing markets and those that create new markets. There are ups and downs to both. Selling into an existing market means you have a clear idea of customer needs and market size. It also means you have lots of competition. Creating a new market tends to cost a lot of money and the upside is uncertain. But you get to define the market and potentially capture a strong position in your customer's minds, like Uber or Airbnb. When Dial...