Disdaining the cost and complexity of using research to foresee the future, some marketers choose the “Field of Dreams” approach, assuring senior management that “If we build it, they will come.” In fact, one can cite several successes generated with that risk-taking, “Market-Maker” strategy, but we can also list myriad failures. Faster than you can say, “Take the Euro-Tunnel from Canary Wharf to Euro-Disney,” we can come up with a lengthy list of products and services that failed to find ready customer acceptance.