There is a tendency for startup entrepreneurs to believe that they have a new product for a new market, though this is rarely the case. It can be argued that most technological advances either lower costs or enable new functionality that improves problem resolution within existing markets. True market disruption often requires major technology innovation or uses existing technology in a new and unforeseen way. Most likely, you are re-segmenting a market with your market segmentation.

(Excerpt from The Entrepreneur's Guide To Customer Development)

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