Canadians love our Double-Double Tim Horton’s Coffee (that’s two sugars and two creams for non-northerners!) But the term “Double-Double” doesn’t just apply to the world of coffee. Have you ever wondered why some startups made it to Unicorn status while others didn’t?

Let’s explore the notion of “Double Innovation”. While Unicorns built amazing products with the right customer fit, these companies also innovated new go-to-market strategies. Meaning they developed innovative strategies beyond their product innovation to grow market share into the juggernauts they are today. In hindsight many of these strategies (referred often as growth hacks) now seem obvious; but good ideas always do.

Here are some well-known examples: