Overall, established ideas mean you'll be competing on price/features and may not have the opportunity to set the tone in the culture - i.e. be a leader. Nothing wrong with that - but usually when we see something like this, the question we need to ask is whether there's a subspace or a nuance within that overarching topic or area that in fact does offer innovation opportunity.

For example, gluten-free foods may not offer an innovation opportunity but gluten-free food made with whole foods/ingredients might (especially if it links to the high-fat, low-carb diet culture).

Our team can help you figure this out.

<aside> 💡 It is also important to note that cultures that are well into the established idea stage also tend to be prone to a full reset. For example, a brand new disruptive product or solution can from time to time completely reset well-established cultures and push them back into the early consensus stages. [Culture is after all, cyclical.]

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