Forming opportunity beliefs often requires creative mental leaps. These creative
mental leaps are launched from a source—one’s existing knowledge. In the case of
entrepreneurial opportunities, an example of a creative mental leap is from knowledge
about existing markets to a new technology that could lead to products/services that
satisfy that market. Alternatively, the creative mental leap could be from knowledge
about a technology to a new market that could benefit from its introduction. Making
these connections between a new product (or new service, new business model, or
new technology) and a target market where it can be introduced is aided by the
superficial and structural similarities between the source (e.g., the market) and the
destination (e.g., technology). Explain superficial similarities and structural
similarities with practical examples.
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