Cracks are business opportunities in disguise.

A saturated market is a myth.

You can spend the whole day in a mall, feeling overwhelmingly exhausted without being able to find a single pair of shoes that is just right for you. Am I alone on this?

How come there is this big crack between what is offered and what is needed?

Well, the answer is simple.

The market filters customer needs into categories, and only categories of assumed economic significance are collected. Anything less significant falls right through the cracks.

That being the case, however, customer needs can be too elusive to fit into any category – the so-called ‘competing factors’ in the business field.

When businesses are eager to fit in regardless, they create an oversaturated market.

An oversaturated market means there are too many businesses with too few competing factors. That is 11,000 wine companies on 7 competing factors, 100,000 fitness businesses on 8 competing factors, and 2,300 airline establishments on 7 competing factors.  

When thousands of businesses converge on these few competing factors, cracks would inevitably emerge. The more convergent the market, the more divergent the cracks.

It’s good to remember, though, that customer needs are more than competing factors – they can never be set in stone. They are dynamic in volatility and rich in details. These volatility and details stimulate the proliferation of cracks.

And cracks have been, and will always be, business opportunities in disguise.

Ever wondered where to find business opportunities in a saturated market? Go cracks.