Seth Godin: 5 Ways to Grow Your Market

A few years ago, I heard marketing uber-guru Seth Godin speak about business growth through innovation at a conference hosted by my friend and mentor Gerhard Gschwandtner, CEO of

I ran across my session notes from that conference recently and decided that Seth’s ideas were definitely worth sharing:

1. Invent a New Market Segment

Position your product or service at the “logical extreme” of some aspect of your product category. For example, if the typical product in your market is expensive but comes with free service, make your product free and charge a subscription fee for the service.

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