North America rewards focus before reach. The first useful question is not “How big is the market?” It is “What must be true for this offer, buyer, and operating model?”
Start narrow enough to learn
A specific customer, region, channel, and use case produce evidence that leadership can act on. Broad research often produces attractive averages while hiding the buying conditions that determine adoption.
Separate signal from activity
Website traffic, distributor interest, and event conversations are inputs—not conclusions. Define the threshold that would justify the next investment before collecting the evidence.
Keep specialist questions explicit
When legal, tax, customs, product, labor, or regulated questions appear, put them in a named register with an owner and qualified reviewer.