The only thing I disagree with is the limiting mindset of who your addressable market is... A better formula would be deciding who you WANT your addressable mar

The only thing I disagree with is the limiting mindset of who your addressable market is... A better formula would be deciding who you WANT your addressable market to be, and finding a way to reach them. For example, a local cafe might appear to be limited by geography, but could just as easily build a reputation beyond their borders and become the Omaha Steaks of Coffee. I think you subtly made the point that things like making your product and experience remarkable, will expand your addressable market, but I think it is important for businesses and startups to realize that "Their Market" could be by design, and doesn't have to limited to the apparent cards they were dealt. In fact, any marketer worth their salt should be able to find any consumer or target market no matter how big or small, no matter where they are and no matter the barriers and limitations and find a way to engage them.