Why not include an outsider or two on the team, like a current, vocally dissatisfied customer or key supplier or service provider?

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Runs Hikari Tsushin, cell phone retailer, office equipment supplier and telecom services provider.

FORBES: Magazine Article

Ultimate Ears is the leading supplier of in-ear-monitors for professional musicians and an emerging provider of premium speakers and headphones for the consumer market.

ENGADGET: blogger-avatar

Apple was a PC company, but by exploring mobility it became a provider of MP3 consumer electronics, downloadable music, a mobile device and app supplier and the early winner in cloud accessing tablets.

FORBES: Plan to Grow in 2011 - Like Apple, Google, Virgin

The engineer and grandmother who climbed the ranks of the defense establishment while a single parent was charged with the difficult task of helping BAE make the transition from a supplier of heavy weaponry used in wartime, like the 33-ton Bradley Fighting Vehicle, into a more diversified provider of equipment, electronics and software.

FORBES: As Defense Budgets Shrink, BAE Talks Merger With EADS