The Opportunity Lenses: How to Spot Your Next Big Business Opportunities - Paperbackby Guerric de Ternay (Author) LAUNCH IN THE RIGHT MARKET AT THE RIGHT TIME Choosing the right market opportunity for your business is the most important decision you'll make as an entrepreneur. When you pick a market that's growing, your business gets to grow with it. This is like having the wind at your back, making it easier for your company to move forward. Entering a growing market early can give you a competitive advantage. Being one of the first