Generally speaking, the more shlep you're willing to deal with, the less perfect your marketing can be. Find a cure for cancer, and you won't have to market it.

Generally speaking, the more shlep you're willing to deal with, the less perfect your marketing can be. Find a cure for cancer, and you won't have to market it. Work on a recipe site OTOH and your marketing better be tight. And you definitely have less competition. More shlep acts as barriers to entry. So does unique insight/expertise in a field outside of technology. Anyone can build the next Del.icio.us, or Pinterest, but not anyone can build the next software system that can help currency traders make money, or software to monitor diabetes patients. But most people just go after the low hanging fruit.