Most successful businesses ride existing demand rather than create it. A mediocre product in a huge market beats a brilliant one in a category nobody wants. Skip the ego, find where customers already want to buy, and take your slice.
Chapters
Pre-existing demand is the ultimate driver for business growth. There are plenty of businesses out there producing mediocre marketing with undifferentiated me-too products, yet are amazingly successful. How come? Because they're in an existing large market space that has huge demand. Sure, they're unlikely to become the dominant player in that market. Maybe the market leaders are just too big, too well-known, or just too well-funded. But maybe that doesn't actually matter. The crumbs that fall off a table that big may be more than enough to sustain a hugely profitable business. Park your ego and stop fighting a battle where the odds are stacked against you. Instead of trying to create demand from scratch in a brand new category, consider positioning your product in a market where demand already exists.