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252 ENTREPRENEURIAL STRATEGIES

risk decision. Some entrepreneurial strategies are better fits in a given
situation, for example, the strategy that I called entrepreneurial judo,
which is the strategy of choice where the leading businesses in an
industry persist year in and year out in the same habits of arrogance
and false superiority. We can describe the typical advantages and the
typical limitations of certain entrepreneurial strategies.
Above all, we know that an entrepreneurial strategy has more
chance of success the more it starts out with the users—their utilities,
their values, their realities. An innovation is a change in market or soci-
ety. It produces a greater yield for the user, greater wealth-producing
capacity for society, higher value or greater satisfaction. The test of an
innovation is always what it does for the user. Hence, entrepreneurship
always needs to be market-focused, indeed, market-driven.
Still, entrepreneurial strategy remains the decision-making area of
entrepreneurship and therefore the risk-taking one. It is by no means
hunch or gamble. But it also is not precisely science. Rather, it is
judgment.