Article · ~10 min read

The Focus Decision Every Founder Avoids

Arttu Huhtiniemi · Euro SaaS Edge Free Intermediate

Once you accept that "I love fintech" is too broad, this article hands you a concrete way to sharpen it into something defensible. Its "only" test (we are the only product built specifically for [segment] who need to [core job] because we [unfair advantage]) forces you to name your edge out loud, and if you cannot finish the sentence with conviction, your fit is still too vague. A practical starting point for turning a fuzzy interest into a position you can actually defend.

• Finish this sentence honestly: "We are the only product for [segment] who need [job] because we [unfair advantage]." If you cannot, you are still too broad.
• Score candidate segments on unfair advantage, pain, reachability, and willingness to pay instead of chasing the loudest or biggest logo.
• Choosing a sharp niche means accepting that some customers will churn. That is positioning working, not failing.