A Micro-Experiment by Thomas Thurston Framework in Question: Pursuing “adjacent” markets increases the likelihood of new business success. Framework Background: The bestseller Profit from the Core; Growth Strategy in an Era of Turbulence (Allen & Zook) asserts that, in order to grow, corporations should (1) define their “core business,” and then (2) limit new growth businesses to those that are “adjacent” to that core business. More specifically, adjacency expansion is defined as a firm’s migration into related businesses that utilize and, usually, reinforce the strength of the profitable core. The book cautions against attempting to start new businesses that are too far removed from a core business. Stick close to your knitting. Entrepreneurs are less likely to succeed in businesses they know nothing about. This is not in dispute. It makes sense to start new businesses that have something to do with one’s general expertise. However it is …