Framing markets in terms of customer demographics, they average across several different jobs that arise in customers’ lives and develop one-size-fits-all products that rarely leave most customers fully satisfied.
There are multiple ways of looking at this. In the context of the ongoing example, the current category winner is a one-size-fits-all product, but one-size-fits-all mobile devices are commoditized at this point. Doing anything less will mean being less relevant to the customer.
