Why Finding The Gap and not “finding gaps” or “finding A gap”?
Because the focus is on a very specific kind of gaps: in your market.
The effect of finding, claiming and owning these kind of specific gaps in your market: you being able to come up with new offerings that stand out.
The gaps in your market (and your marketing), they all take different shapes and forms.
- Market Gaps
- Product-Market Gaps
- Category Gaps
- Communication Gaps
- Product Gaps
- Messaging Gaps
- Pricing Gaps
- Customer Gaps
- Research Gaps
- Visualization Gaps
Positioning
Gaps- Drivers (purpose) gaps
Knowing what kind of gap you’re looking for makes things simpler to see and identify.
Otherwise you might overlook them.
Like, if you’re scuba-diving. If you don’t know what you can find, you might overlook that amazing and gorgeous 2m marbled stingray —and see nothing but “a rock”.