CHAPTER 7ANYTHING THEY CAN DO, YOU CAN DO BETTER

Turning Mediocre Markets Into Goldmines

As the saying goes, there’s nothing new under the sun. This universal truth presents something of a challenge to aspiring entrepreneurs, who are in the unique position of having to convince the world at large that their product or service is best of its kind—even when there are countless other variations on that product or service available to consumers. That’s why the smartest startup businesses find a way to identify and solve problems in the market that some other company hasn’t already solved, or they fill a need that hasn’t already been filled. A tall order, to be sure, but this doesn’t mean you have to reinvent the wheel. In fact, some of the most famously ...

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