When it comes to new ventures, the advice to avoid “diving into a crowded pool” is sound. The problem? It’s not always enough to just recognize a need and create a new product or service that fills a vacuum. Even if you’re operating within a , you still need to be innovative.

But to large, crowded markets can be incredibly difficult. True, creating the next or Facebook has the potential for a huge payoff, but that doesn’t mean that going mainstream is a surefire to . Often, it’s more worthwhile to focus on a specific, if smaller, market

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