[[matt_cronin]] Key Insights from NextOpt Example: 1. Shows clear progression from technical capability (forecasting) to market application (SMB analytics) 2. Demonstrates validation through large client projects before SMB scaling 3. Illustrates how feedback from implementation informs theory refinement 4. Reveals balance between technical sophistication and accessibility 5. Captures startup learning cycles in knowledge development The NextOpt case particularly highlights: - Early-stage knowledge development patterns - Importance of validation through paying customers - Balance between technical capability and market accessibility - Role of feedback in refining business model