THE OVERSUPPLY ERA: CLASSICAL FRAMEWORKS FOR WINNING WHEN THE MAP IS FULL

Summary from the TLDR Marketing newsletter

Most markets are crowded because building is cheap and distribution is easy. Supply keeps growing while demand stays flat and buyers stick with familiar options. Customer research often confirms what competitors already know. Growth increasingly comes from redefining the category by challenging an accepted convention. Find what the industry treats as non-negotiable and break it where doing so creates new value for buyers.