Be world-class for a narrow market or cross boundaries to create a new category
Inbound Marketing: Get Found Using Google, Social Media, and Blogs · Brian Halligan and Dharmesh Shah
Claim unique algorithmic territory on YouTube by ensuring every video contains a never-before-seen idea.
How to BEAT the New YouTube Algorithm (& Blow Up Your Business) — Wes McDowell · Wes McDowell
Navigate the Technology Adoption Life Cycle by matching your strategy to your market's current development phase from early market through tornado to main street
The Chasm Companion: A Fieldbook to Crossing the Chasm · Paul Wiefels
Match your marketing strategy to the specific phase of technology adoption you are in
Inside the Tornado · Geoffrey A. Moore
Become the absolute best at one weird specific thing to stand out
Zero-Click Marketing & The Death of Growth Hacking: Insights from SparkToro CEO Rand Fishkin · Rand Fishkin
Structure, not culture, determines whether organizations nurture or kill breakthrough ideas
Loonshots Framework · Safi Bahcall
Focus on niche markets
Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge · Geoffrey A. Moore
Sustainable growth through niche extensions
Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge · Geoffrey A. Moore
Contrasting strategies
Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge · Geoffrey A. Moore
Navigating niche markets
Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge · Geoffrey A. Moore
Leverage niche markets
Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge · Geoffrey A. Moore
Cascade of niche markets
Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge · Geoffrey A. Moore
Niche-based marketing
Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge · Geoffrey A. Moore
Focus on a specific segment of a declining industry
Competitive Strategy · Michael E. Porter
Target a niche
Competitive Strategy · Michael E. Porter
Find the sneezers who spread ideas, arm them with a remarkable story, and let the virus do your marketing
Purple Cow, New Edition: Transform Your Business by Being Remarkable · Seth Godin
Determine whether you are entering an existing market, creating a new market, or resegmenting an existing market to choose the right strategy
The Four Steps to the Epiphany · Steve Blank
Set pricing for pragmatists and choose channels that deliver the whole product
Crossing the Chasm, 3rd Edition · Geoffrey A. Moore
Focus all forces on one niche to cross from early market to mainstream
Crossing the Chasm, 3rd Edition · Geoffrey A. Moore
Choose cost leadership, differentiation, or focus—or risk being stuck in the middle
Competitive Strategy: Techniques for Analyzing Industries and Competitors · Michael E. Porter
Concentrate all resources on one niche beachhead to break into mainstream
Crossing the Chasm · Geoffrey A. Moore
A B2C alternative to the chasm model that drives consumer technology adoption through four interl...
Crossing the Chasm, 3rd Edition Marketing and Selling · Geoffrey A. Moore
Navigate five distinct phases of technology market evolution from early market through tornado to...
Crossing the Chasm, 3rd Edition Marketing and Selling · Geoffrey A. Moore
Use each conquered niche segment as leverage to knock over adjacent segments and build toward mai...
Crossing the Chasm, 3rd Edition Marketing and Selling · Geoffrey A. Moore
A nine-factor scoring system for evaluating beachhead candidates and screening out segments with ...
Crossing the Chasm, 3rd Edition Marketing and Selling · Geoffrey A. Moore
Use scenario-based profiling to select your beachhead segment when you have high risk and low data.
Crossing the Chasm, 3rd Edition Marketing and Selling · Geoffrey A. Moore
Cross the chasm by concentrating all forces on a single niche market, dominate it, then expand ou...
Crossing the Chasm, 3rd Edition Marketing and Selling · Geoffrey A. Moore
The fatal gap between early adopter enthusiasm and mainstream market adoption that kills most tec...
Crossing the Chasm, 3rd Edition Marketing and Selling · Geoffrey A. Moore
Paint vivid pictures of two futures to motivate your audience into action
Superfans · Pat Flynn
Share your personality and personal interests to forge human connections with your audience
Superfans · Pat Flynn
Stop creating traffic; tap into audiences that already exist
Traffic Secrets · Russell Brunson
Understand your ideal buyer better than they understand themselves
Traffic Secrets · Russell Brunson