Customers & Research
Finding your niche / beachhead
Win a tiny market completely before going wide.
How do I know when I've won my niche and it's time to expand?
You've won when you're the obvious default in that segment, customers refer you unprompted, your name comes up first, and growth within it is slowi...
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 the...