Your next billion-dollar idea may not come from your core business, they’ll come from the edges. RetailMedia. Data Monetization. Adjacency plays that turn loyalty, attention, and intelligence into new revenue streams. In this post, I explore how leading brands, and startups from the Microsoft for Startups Pegasus Portfolio are unlocking growth in unexpected places. We can also help host an Outside-In Innovation Session with Startup Founders to uncover new business models and opportunities.