Article · 18 min read

Picking a Wedge

Lenny Rachitsky · Lenny Rachitsky, Lenny's Newsletter Freemium Intermediate

Rachitsky turns the wedge from a slogan into a decision, with worked examples like Twilio, Airbnb, and Amazon entering big crowded markets through one narrow entry point. He is also honest that some companies skip the wedge and go straight at the market, so you can judge which fits you. Read it to actually choose your sharp entry rather than admire the idea.

• A wedge matters most against entrenched or crowded markets
• Start with one narrow, winnable entry, then expand outward
• Some products win by going straight at the market, so decide deliberately