Aqueles que criam novos mercados

Há dias voltei a este artigo "The Big Lie of Strategic Planning" e este trecho não me tem saído da cabeça:

"Companies in many industries prefer a small slice of a huge market to a large slice of a small one. The thinking is, of course, that the former promises unlimited growth potential. And there’s a certain amount of truth to that. But all too often, the size of the opportunity encourages sloppy strategy making. Why choose where to play or how to win when there’s a huge market to conquer? Anybody is a potential customer, so just go out and sell stuff.
.
But when anyone could be a customer, it is impossible to figure out whom to target and what those people actually want. The results tend to be an offering that is not captivating to anybody and a sales force that doesn’t know where to spend its time. This is when crisp strategy making and clear thinking about opportunities are most important.
.
When you’re facing a huge growth opportunity, it is smarter to think sequentially: Determine what piece of the overall market to tackle first and target it precisely and relentlessly. Once you’ve achieved a dominant position in that segment, expand from there into the next, and so on."

Hoje ao ler "Wine Coolers Are Back. This Time, They’re Artisanal" pensei naqueles que apostam nestes pequenos mercados antes de eles existirem e começam a criar novas categorias.