If you focus sharply on one target audience, you’ll often find, as a byproduct of that focus, that incremental audiences discover you too. For example, take a meal-kit service built for busy young professionals who want something quick after work. The company markets to that audience, builds for that audience, and then discovers along the way that retirees are signing up too, drawn by the same thing from a different angle: simple, pre-portioned meals that take the guesswork out of cooking for one or two people.

Marketing is usually eager to show a product or service in the hands of young people. I think new audiences are appearing all the time who simply have not learned yet what people born ten years earlier already know. That’s the opportunity: you don’t need to invent something new to be innovative. Sometimes it’s enough to teach a new audience something the last one already figured out. What do you think?