Not every low-hanging fruit is a golden apple
Your team offers you two strategic alternatives.
The first option is to enter an old, ‘red,’ consolidated market. Few players fight to the death for every fraction of the market share.
The second option is to dive into an emerging market – a bubbling Wild West where everyone fights everyone, yet the whole pie keeps growing.
What would you choose?
[1] If the second market is ‘bubbling,’ it’s in the spotlight. Everyone thinks it’s a goldmine. And if you’re not there yet, you might already be too late – chances are, there are more suppliers than buyers.
[2] Everyone cares only about growth, not profit. Even if you’re in the red, that’s no reason to stop selling.
On the other hand, an old market often means a lot of ‘traditions’ – unwritten rules incumbents take for granted.
Unwritten rules always leave gaps for strategic disruptions.
But what’s most important is that this market is huge. Upend it, and you’ll get thousands of clients overnight.
You can develop an AI agent or an innovative water tap. What can bring you greater success?
- An AI agent is something radically new. You’ll have to explain to your clients why they need it and teach them how to use it.
- Even children know what a water tap is. Create a tap that saves 30% of water, and your UVP will be crystal clear.
It’s better to reinvent an old market than to lag behind the pioneers of a new industry.
What would you choose? Share your opinions in the comments.
Download my new mini-book The Plague of Strategic Goals for free here—a gift for my subscribers! Oh, and by the way, the same link also has free checklists (in case you haven’t grabbed them yet)!
Svyatoslav Biryulin
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Read also: Want to create a new market? Focus on what others overlook
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