Product 1st, Market 2nd: Most successful new markets begin with a market-sensitive technologist recognizing an inflection point that enables a new kind of product. The next question becomes: “who wants to buy my product?” Start with the product and search for the market as opposed to vice versa. Evaluating a market trying to find holes and develop

Therefore, rather than go after the entire market at once, the key is to find a small segment of the market (i.e., a set of customers with similar pain points) that has a particularly difficult problem for whom your solution is indeed ten times better than the broad, nonspecific legacy solution.