Sailing Without Knowing If There Is Land... Strategy When There Is No Map

April 17, 2026

TL;DR

True growth involves exploring what does not yet exist, beyond improving existing or adjacent areas.
A company shifted its focus from basic construction materials to long-term science and technology projects aimed at creating high-value-added minerals.
This strategic move sought to open new solutions in industries such as agriculture, food, pharmaceuticals, and energy.
Developing advanced materials required significant learning periods with uncertain outcomes, emphasizing the need to connect technology with real market needs.
Traditional business processes were insufficient for these long-term, uncertain projects, often leading to premature abandonment.
The organization adopted entrepreneurial approaches like design thinking and lean startup to explore problems, build solutions incrementally, and learn before committing significant resources.
These new practices spread throughout the organization, becoming a more effective way to advance in contexts of uncertainty.

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