Article · 15 min read
The Market Wedge: How to Pick Your Initial Market
Nathan Baschez, Eric Thompson · Nathan Baschez, Every (every.to) Freemium Intermediate
A practical companion to Dixon and Rachitsky, focused on choosing the exact first customer segment when the broader market is crowded. Baschez lays out how to pick a beachhead you can dominate and love enough to serve better than anyone. Useful when you know you need a wedge but keep hesitating over which specific customer to start with.
- Choose a beachhead segment small enough to actually dominate
- Pick customers you can serve dramatically better, not everyone
- A strong initial market beats a big vague one every time
