Everyone talks about billion-dollar markets, but according to Avery Pennarun, that mindset can actually slow you down. The real breakthrough comes from doing something much less glamorous: dominating a tiny market first. If you’re at $1M in revenue, your next goal isn’t a billion—it’s capturing 50% of a $1M segment.
That small, focused approach is what helps you truly “cross the chasm.” When you deeply understand a tight-knit group of customers, you can build exactly what they need—and they’ll reward you with loyalty, referrals, and momentum. It may feel counterintuitive, but winning small is often the fastest path to winning big.
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