Clarification on what he means when he says "market": Everyone considers their solution to be new and innovative, but the truth is, your customers have had that

Clarification on what he means when he says "market": Everyone considers their solution to be new and innovative, but the truth is, your customers have had that problem for quite some time and have some way of dealing with it. All those ways of "dealing with" the problem are considered competition, in terms of "the market".