“First to market” isn’t the be-all

Even with first to market, a strategy where second place misses out on the initial competitive advantage, the goal of “everyone” is misguided.

When working with executives I often hear ideas about getting the message out to everyone, connecting with everyone, getting everyone to buy.

Headspace is a multi-million dollar revenue business, but originally their product was viable with just 2000 champions. The application offers people daily meditation sessions that appeal because they are secular, simple, and short. Headspace now has over 300,000 subscribers, two thousand people is less than 1% of that.

There’s a very big difference between two thousand and everyone. And to focus your work, two thousand of the right people might be plenty enough.