The index below includes terms that are frequently used in BRI's resource materials, the Growth Forge software, in the course of performing our services. They may often be used by, and in many cases, coined by other experts and academics working in the new business growth and innovation strategy domain. We started maintaining a collection of them here for the convenience of our clients.
The collective scope defined by the industries of operation, target markets, target use cases, and product categories that an organization's offering is expected to serve or compete within.
Target markets are the customer segments, within a broader population of potential customers, that a company intends to sell its product or service into. Choosing them is a consequential strategy decision rather than a description: a well-chosen target market is specific enough to design a whole solution around and to reach efficiently, often beginning with a representative beachhead segment that success can be extended from.
The customer's intended or expected use for a product or service, described in terms of main Job to Be Done, key challenge, or unmet need.
Growth Forge tools that have to do with individual users and personnel as members of a project team to evaluate alignment, gaps, and risks relative to project needs.
Total Addressable Market (TAM) is the entire universe of demand for a category — the full revenue or volume available if every potential buyer chose your kind of offering, with no constraints on reach or competition. It is the widest of the three figures in the TAM/SAM/SOM hierarchy, and on its own it says only how big the space could be, not how much of it you can realistically serve or capture.
Uncertainty Assumptions are the quantitative assumptions in a strategy hypothesis, defined as a range of possible values rather than a single number. In BRI's three-part assumption taxonomy (choices, assertions, and uncertainties), they are the quantitative type: what you cannot yet pin down about factors outside your control, carried explicitly as ranges.
