It’s easy to think that your start-up is centered in a green field or blue ocean, but typically, that’s not the case. Only the lucky few are truly creating new customers out of thin air. Most have to steal them from someone else.This is a fact that few entrepreneurs want to hear. But smart start-up owners know when to face reality and focus on luring customers to their side of the fence. The most important consideration before doing so is determining whether they’re chasing a regular expenditure or one that only....