A business can ensure it is not overlooking potential customers by conducting thorough market research to identify all existing and potential customers that share a set of related needs. It can also use the Product Market Pyramid to map the market into an underlying Target Customer segment and followed by an Underserved Needs segment. This allows the business to identify needs that aren't met and can be addressed to attract potential customers.
Why do so many products fail? It's not because they are built or marketed poorly, but because they d...
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