This paper examines the discovery process of a recent and extremely successful non-traditional export activity, namely, the Ethiopian flower industry. This industry emerged as a result of entrepreneurial experimentation, whereby private entrepreneurs formed an 'advocacy coalition' to address uncertainties and coordination problems during the start-up phases. As a result of their lobbying, the Ethiopian government launched a strategic coordination with the industry, identifying key areas for intervention and setting a five-year target for the sector's development. This study highlights the importance of a shared vision and good relations between the government and private sector for development of this new industry.