Historically, most markets were constrained by geography and the lack of portability of what was on offer. If you were a blacksmith, you worked for your town and the occasional passer through. And there wasn’t much demand for shipping because it was easier to replicate the work than to move goods. Same goes for the modern lemonade stand. One shop for the visitors to your corner of the neighborhood. Another one for the neighborhood next door.
It took a while but two things eventually happened. People learned you could charge a premium for higher quality and unique products...which created choices. People like choices. And modern transportation and the internet solved the constrained market problem…these products could now be had anywhere. People like immediacy and convenience. These trends created tension for some and possibility for others. The people stuck on solving old world market problems with old world marketing failed. The others ignored the old problems and started solving new ones.
If the market is constrained by virtue of what is on offer, i.e. a restaurant or a gas station, not only do you need to solve how to earn enough trust to create loyalty from your neighbors. But you also need to solve how to become a destination to attract people from outside the neighborhood. How does the choice become compelling enough for people to consider and then make the journey?
Or if your offer is transportable, an ebook or a widget, how do you gain attention and earn trust in an increasingly crowded and expanding universe? How do you find and connect with the person who seeks precisely what you have made, even if you only need a few?
But what if you could remove all of the constraints, solve the problems of transportability, immediacy and could reach anyone that wanted one? What if you could create a new problem to solve? What if you were Dream Pops?
You can be…you just need to solve new problems differently.