Not every market needs the same kind of product

Markets aren’t just “big” or “small.” They’re also served well, or poorly, by what already exists.

Some markets are full of expensive, overbuilt products that do more than most users need. Others are full of clunky, half-finished products that don’t even cover the basics. And some markets aren’t really served at all — the customer just lives with the problem.

Those situations call for very different products. The same idea that would feel underwhelming in one market would feel revolutionary in another.

Understanding where your market sits — and where the unmet need actually is — is one of the most useful lenses you can develop.

Underserved markets

An underserved market is one where the people with a real problem don’t have a good way to solve...

Underserved vs overserved markets (where opportunity lives)