Finding and filling gaps in the market is one path for entrepreneurial success. The first to tap into an unmet consumer demand can unlock massive profits.
But unless there’s some comparative advantage, competition will quickly commoditize the market. Profit margins will decline to just above breakeven.
“You should either be first or be better than your competition.”
We don’t know who the original source of this often-repeated business advice is. Like most advice on the subject, it sounds smart while not being all that useful.
From our experience, finding and filling gaps in the market, and being better than the competition, is extremely difficult. Even the most successful entrepreneurs fail more than they succeed. And success in one endeavor doesn’t guarantee success in another.
Anyone who has ever developed and marketed a new product from concept through sale knows how difficult it is to achieve profitability. For every good idea there must be a hundred bad ones. Continue reading












