Same market; two sizes

The exact same market could have two different effective sizes. Why?

This is false if we think of a market size in terms of demographics: number of companies, etc.

This is true if we think of a market size in terms of opportunity.

Two different businesses could be focused on the exact same market but have access to very different amounts of opportunity because they have different levels of expertise, different services offerings, and so on.

The exact same business at two different points in its growth and maturity could be focused on the exact same market but have access to very different amounts of opportunity because the more mature, sophisticated version of that business is better at identifying, pursuing, and winning opportunities that might have been there all along, but the less mature version of the business simply couldn’t see those opportunities.

The smaller your focus; the bigger it is.

Meaning that in most markets, a narrow disciplined focus will lead to increased opportunity over time.

-P

Two online experiential learning workshops this October: