The paradox of the middle of the market

The middle of the market is the juicy part, where profit meets scale.

The paradox is that it's almost impossible to make a product or service for this segment, because they want the tried, the true and the boring.

A friend writes a blog and books for this market. They need his writing. He delivers a lot of value. And yet, it's going to take years (if ever) before he reaches them. That's because this market doesn't seek out new ideas, doesn't leave comments on blogs, doesn't spend a lot of time urg