The heuristic for this is can you make the product 10x better (along a dimension that matters) for some subset of consumers? The subset can be equal to the set:

The heuristic for this is can you make the product 10x better (along a dimension that matters) for some subset of consumers? The subset can be equal to the set: Zoom makes video conferencing 10x better on reliability for the whole market. That said, that case is much rarer. It is often much easier to deeply understand the needs of a subset of users and make a tailored solution that delivers a 10x outcome to that set of users. Examples here are CRMs that specialize on industry verticals vs Salesforce. A pharmaceutical CRM is functionally very different than a one size fits all CRM. PS Also, stop looking for big markets. Look for a small market that you can dominate quickly and logically extend from there. PPS Most ideas here stolen from Thiel