Segmenting To Win: The Key

The key to gaining a dominant market share is to attack different segments, adopting the “big fish, small pond” approach.

Make a total commitment to the niche, and then do your best to meet everyone else’s needs with whatever resources you have left over.

In short, winning the beachhead and knocking over the headpin creates a dynamic of follow-on adoption, opening up new market opportunities, in part from leveraging a solution from one niche to another and in part from word-of-mouth interaction between customers in the adjacent niches.

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