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#201 April Dunford: The Marketing Expert
The Knowledge Project with Shane Parrish
Start Small to Scale Big
Successful companies often begin by targeting markets that are overlooked by larger competitors, focusing on smaller segments where they can establish a foothold. By offering innovative solutions, such as cloud-based services in Salesforce's case, they create value for customers who lack the resources for traditional options. This strategy allows them to dominate the niche while avoiding direct competition with market leaders. From this solid base, they can gradually expand and compete more effectively, pushing into larger markets as they grow. This 'land and expand' approach is crucial for navigating the competitive landscape in both B2B and B2C environments.
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