How can you continuously broaden the relevance of your business? By actively searching for and identifying completely new market spaces where your current expertise can be creatively applied. This process of ongoing discovery is aided by the Accordion Chart, a visual mapping process that I describe in my book Slingshot.
A fun example of how to expand the definition of your business is the Italian design firm Pininfarina. Pininfarina is most famous for designing some of the most iconic Ferrari cars. Yet one of its most recent innovations, cross-applying its automobile design expertise, is a completely new type of pen: One that works without ink and therefore never runs dry.
