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Reading the market

Why an empty niche is bad news

What to record for each product

The complaints are the brief

Checkpoint — reading competitors

Finding your gap

The five kinds of gap

Your positioning statement

Checkpoint — differentiation

How to read the products already selling in your niche — positioning, price, contents, and above all the complaints — and turn what you find into a gap you can credibly fill.

Competing products are not a warning. They are the only free evidence you will ever get that people in this niche open their wallets — and, if you read them properly, a map of what those buyers still are not being given.

Study the Field

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