The market share
our businesses need
to be successful
is MUCH smaller
than we think it is.
As Seth Godin
shares
“If you write a book
and it sells a million copies,
it will be one of
the bestselling books
of the year.
It will also reach
far fewer than 1%
of the country’s population,
never mind the world.”
Those big market share numbers
that large companies
express
are usually calculated
using smaller markets.
The market they use
isn’t everyone
in the world.
The market is usually.
for example,
something like
American males aged 18 to 24
who have gone to at least 3 movies
over the past 12 months.
We don’t need
to sell to everyone
to be a success.
Small shares of large markets
are significant.