In a recent blog post Seth Godin makes the important point that “expanding the market” and “grabbing an increased share of the market” are different, and have different costs. Expanding the market Seth says is much more expensive…than grabbing market share.
However this would seem to be based on the potential fallacy that once someone has a need then their perception of the way to satisfy that need is aligned with the market segmentation that the industry suggests. Market segmentation is only a snapshot and one of many ways to divide up the needs and wants we all have..
Isn’t the customer always right and everything a shade of grey ?
Increasing sales by either method is great – you just have to test which is easier.
