Many businesses have done it and profited greatly as a result. Management consulting firms are bringing our approach into their practices. The book is full of examples-dozens. Here's a small sample. Many products don't take off because complementary products or services are either too expensive or don't exist at all.
Online services have yet to take off in Japan.
That makes using online services expensive. By contrast, local calls in the U.S. are free, and this has helped fuel the explosive growth of America Online, CompuServe, and all the Internet-access providers. Enter the complementary business yourself or, at the least, negotiate more favorable prices for complementary products and services on behalf of your customers. You're typically a bigger, more expert negotiator than your customers. Use your clout and expertise on their behalf.