While companies continue to pursue growth opportunities, a recent survey by Bain & Company shows that CEOs plan more than half of targeted growth coming from adjacency expansion, i.e. moving into areas close to those the company already does well. Adjacencies indeed make a convincing business case; they are readily accessible and less risky than ?new-new? ventures. Still, not all adjacent efforts succeed. The trick is choosing wisely. Having solid decision criteria and staying close to the core are key.

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