Here’s an observation I’ve made many times in my career: If your business is plateauing, it’s time to go vertical. In other words, when you run out of potential market runway, look for horizontally focused products (cross-industries) such as databases, integration brokers, or development systems. Develop those products to fill a niche, then announce that you’ll be vertically focused moving forward.
This is an old story about building new capabilities into a technology product or service that solves industry-specific problems. For example, a database can have industry-specific schemas like those used by banking. Development services can support healthcare application development, or security and governance services can focus on an industry’s requirements. The idea is to get a business closer to a needed solution faster than if it had to start from scratch.
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