Management of the company depends on the approach. Value of the opportunity is somewhere between a traditional approach and vision, where "crazy land" is a place not to go to and advanced approach allows to build great company with nice returns on investment and low risks. Pushing the management to advanced level, especially with experience in traditional business approach is not only a skill, but also balancing between "crazy land" and "vision". Not trying to "re-invent the wheel" is critical, as usually competition is seeing the same opportunity. If they did fail, or advance that way is important.
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