The Heretic Logo


The Heretic is a free bi-weekly dispatch delivering insights into leadership in exponential times. For entrepreneurs, corporate irritants and change makers. Raw, unfiltered and opinionated.

be radical.
Disrupt Disruption
Build What Matters

Jun 22nd, 2015 Share: Share on Twitter Share on Facebook Share on LinkedIn

One Percent Doesn’t Cut It

One of the most common sentences you hear startup founders say when they pitch is:

“Our market is 1 Gazillion-Trillion-Billion Dollars big. If we only get 1% of the market we will be fine.”

The problem with that sentence is — if your solution is any good (and for it to succeed in the market it better be) it will, by definition, eat a significant amount of the incumbent marketshare.

Thus saying that you believe your product will only get 1% marketshare in an established market means you yourself don’t believe that you’re unsetting the existing forces at play. And if you don’t believe it — why should I?

If you’re entering an established market with a disruptive product — you have to aim high and attack the incumbent. There is no room for 1% solutions.

1,203 Posts and Counting.
Don't miss the next post. Sign up now!