The GOAT – examples of differentiated disruptive and dominant strategy products

Now, we’ll turn our attention to the main market strategies and see some of the greatest of all time, or GOAT, examples for each strategy. A market strategy informs your go-to-market team’s efforts. Will you be going after customers that have too many options or not enough? Will you create a product that effectively works better or worse than your competitors? These seem like obvious questions when putting together a business plan, but once things get going for your company and you start getting some customers, suddenly these decisions might not be as concrete as when the company was first formed.

One of our greatest lessons from the start-up world was about getting comfortable with asking questions that seemed so baked into the company mission and ethos that they seemed obvious. We’ve asked these questions reluctantly in previous experiences but we don’t anymore. Companies...