Why Small Market Share Is Actually a Huge Advantage

Added: 2026-05-21

[00:00:00]Uh, one of our clients we worked with this year on creating his business plan, we challenged him to think about 10Xing his business from 4 million to 40 million. And at first he thought we were crazy.

[00:00:11]That's too much. And I don't know. I don't think the market can even support that much, right?

[00:00:16]Well, we did this early in the year.

[00:00:19]Later in the year we revisited this and we broke it down into chunks. And actually one of the the the core quarterly objectives that we had him suggested that he do was to do a market analysis. When he did that market analysis he realized that his share of the market currently at 4 million revenue was tiny.

[00:00:38]Not just small.

[00:00:41]Tiny, infinitesimally tiny.

[00:00:45]>> [laughter] >> And that's cool.

[00:00:47]And actually some of the people at his firm were discouraged by that. They're like, "Oh no, our market share is only 1% or whatever it was."

[00:00:56]And he was like, "No. No, don't be discouraged. Be excited because actually there's so much opportunity." All of a sudden 10X started to seem reasonable, even doable, even too small. Wow.