7.5 Filling in vacant Business Orientations
One need can be satisfied by up to 4 Business Orientations. If the need is satisfied by less than 4 Orientations, then the vacant Orientation presents a business opportunity for some and a threat for others. For instance, until recently the bank used to be the sole intermediary between the supply and demand of foreign exchange for big corporate clients. If a corporation wanted to fix the forward rate for the sale or purchase of the foreign currency, it called the banks and discussed the best rate (solution) with them. Then new businesses came in with their Internet based Self-Service and linked banks, corporations and other institutions into a virtual auction place. Banks lost their privileged position of an Expert-client relationship and became users of a new Self-Service platform.
The same happens in the opposite direction. For instance, an over-abundance of commoditized goods or services opens a way to a more personal satisfaction of needs by an Expert.
