This letter / 01
The next revenue stream may change the original judgement
Customer overlap does not settle strategic fit when a new revenue stream changes the incentive behind professional judgement. The proposed relationship needs to be examined before the forecast becomes the argument.
An adjacency often looks persuasive because it begins with something familiar. The company already knows the customer, visits the location or understands the technical problem. Adding another service seems to extend a relationship rather than create a new business. That can be true, but familiarity does not answer every strategic question. The new service may change how the company earns money from the judgement it originally provided. A client who bought an inspection may need a different explanation when the same supplier can also earn from the repair that an inspection recommends.
