Picking a Wedge - By Lenny Rachitsky - Lenny's Newsletter

A wedge seems most essential when you’re going after a market that is (1) entrenched or (2) crowded. When it’s hard to break in head-on.

We start with Competitive Alternatives, or what would customers do if our solution didn’t exist. Once we have that, we can ask ourselves, “What do we have that the alternatives do not?” That gives us a list of Differentiated features or Key Unique Attributes. We can then go down that list and ask ourselves, “So what for customers?” Put another way,... See more

You can be the best product for small market, build a real company, and then from a position of strength, either stay there or attempt to expand to adjacent markets. Or be undistictive in a huge market, out-advertised and invisible, never getting off the ground.