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From Impossible To Inevitable by Jason Lemkin, Aaron Ross

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Chapter 1“Niche” Doesn't Mean Small

How do you know whether or not you're ready to grow? Don't let a big vision, or wanting to serve too many kinds of customers, trap you into sounding vague or confusing.

Are You Sure You're Ready to Grow Faster?

You're excited about your business, your ideas, products, and services … and you're ready to grow faster. You might be a startup, a consultant, or a Fortune 100 brand.

And you know that lead generation is the #1 lever that drives revenue growth, and can create hypergrowth. You've been trying to grow your leads, and thus sales, but it's been harder than you expected … maybe a lot harder.

Are you sure you're ready to grow faster?

Because when it feels like you're swimming upstream every day to generate leads, or to sign new customers from the ones you do get, you usually have a bigger problem. All that time, energy and money invested in growing new leads and closing sales can be poured into a black hole—if you haven't Nailed A Niche.

You can be a Fortune 100 company, or the greatest expert at organization design, or have a killer SaaS (software as a service) subscription model app for managing employees. But, if you can't predictably go out and generate leads and opportunities where you're needed, win them, and do it profitably, you're gonna struggle. It's frustrating. But there's no shortcut here, whether you're a business or an individual. Struggles often mean there's a niche problem, either at the company, marketing department, ...

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