Some markets are big. There have ripe fruit just waiting to be picked from a myriad of trees in the orchard. These are good markets.
Some markets are small and scarce. Their opportunities are like crumbs that have fallen from the table. Not enough to survive on.
In my experience, teams and companies don’t spend enough time thinking about, and critically challenging, the markets they’re in. It could be the different between a bounty harvest and chasing crumbs.