How do I find a defensible niche in a market full of big incumbents?
Find the customers the giants ignore or serve badly, too small, too specific, too weird for them to bother. Your edge is caring about a segment they can't be bothered to focus on; own that underserved slice completely before they notice.
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🎧 Podcast
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The author of Crossing the Chasm explaining beachhead selection in plain, modern language, the fastest way to absorb the framework without reading the whole book. Lenny's is a trusted operator source.
Moore's beachhead idea is the definitive case for winning one narrow segment before you touch the broader market, which is precisely how you compete when big players already own the mainstream. He argues you pick a target segment big enough to matter but small enough to lead, then dominate it before expanding. In a crowded market that focus is not timidity, it is the only way a small team gets a foothold.
