What does "edges" mean in this context? Many ancillary businesses that today seem almost core at one time started out as journey edges. For example, retailers often boost sales with accompanying support such as assembly or installation services. Think of a home goods retailer selling an unassembled outdoor grill as a box of parts and leaving its customer’s mission incomplete. When that retailer also sells assembly and delivery, it takes another step in the journey to the customer’s true mission of cooking in his backyard. Another example is the business-to-business service contracts that are layered on top of software sales. Maintenance, installation, training, delivery, anything at all that turns do-it-yourself into a do-it-for-me solution originally resulted from exploring the edge of where core products intersect with customer journeys.