The greatest category killer

Is called Google.

They are not a search engine. They are an advertising company, that happened to kill the information delivery industries in order to be able to advertise.

It became part of their business model as a natural way of searching for news but they were aiming to show people web sites related to their search.

There could be nuances on the way your company strategy has been defined.

You could provide some service or product unrelated to your original scope leveraging them with your current structure.

Even though sometimes people stumble upon a veiled opportunity, something they weren’t even looking for, this is relying on luck to identify said opportunity and act upon it.

It is always better to actively search patterns out of the habitual modus operandi of your company to find unexpected ways to grow.