Business Decision: Absolute intuition or evidence-based

This is the most critical issue in business planning❗My 3 decades of observation  

Here is what I've learnt from working with a variety of companies, both small and large, MNCs and IPCs, in India and South Asia:

Potential is typically concentrated in a small group of consumers / accounts / doctors (Pareto's principle). Despite this, many businesses opt to invest equally through the law of averages in both high- and low-potential markets. The market is not a geography; it is the aggregation of customer potential in a geography! 🌏

Particularly in India, where potential most often consolidates in a small geography holding an economically capable population (metros/semi-metros, etc.). This is evident across industries, such as consumer goods, healthcare, and also pharma! Hoping for the market to progress "soon" is nothing more than bearing extraordinary costs, and expectations from a low-potential market. (That's how businesses get into trouble!) All of us know, ‘hope’ is not a strategy! People commit to costs too early and then struggle with productivity; this is intolerable to investors. That's how the stress percolates across the company down to the ground level, leading to attrition, disruption, and finally chaos. All we need to do is stay in the present; deploy in proportion to potential, and progress. Expand as the business grows!

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