
By now, you've heard everything experts have to say on marketing strategies for startups.
You need to disrupt, to make things better, be the first to get the product to the audience.
But there is another way.
The term coined by the authors of Play Bigger means you address the customers' need they haven't been previously aware of.
Think Airbnb and the travelers' desire to feel at home wherever they go.
Or remember the last time you've tried to hail a cab by jumping off the curb instead of using the Uber app.