The fertility of dullness

"Dull" business areas, i.e. ones that have the same customers from year to year and are growing slowly, are fertile ground for innovation and experimentation.

First, there is a margin for error.

Second, trust and relationship with customers is already established which is critical for joint experimentation.

Third, one of the least risky ways to grow is to create new value for existing customers.

Consider the above next time so you don't miss great opportunities hidden in plain sight.