26 March 2026
Marketing Strategy
The Startup Paradox: Why Narrowing Your Focus Is the Key to Growing Big
Founders fear that narrowing their audience leaves money on the table. The opposite is true.
Using Rogers' Diffusion of Innovation curve, Gerard explains why early-stage products should aim at innovators and early adopters, not the cautious majority. The majority will reject something that is not yet polished; innovators love being first and will back you while you refine.
Niching is not a ceiling, it is a beachhead. Win the innovators, earn the proof, then the rest of the market follows.