the framework of the Adjacent User, teams need to continually evolve their offering to attract the next set of sellers or creators to their platform. For example, when Uber ran out of full-time limo drivers for its service, the next set of Adjacent Users was people who had never driven as a form of income. But eventually this pool was exhausted as well, and the company started to think about signing up people who didn’t own cars—the company would provide vehicles. And so on.
