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ADVICE

Find Uncompetitive Markets Within Competitive Ones

Look for markets that appear saturated but have a few dominant players and a long tail.
Ask those who claim the market is competitive to explain why and which competitors pose a threat.
If they can't articulate specific competitive dynamics, there may be an opportunity.
Look for categories where people aren't currently consumers because the existing offerings don't meet their needs.
Bring something innovative and fresh to cater to the unmet desires in those markets.

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