In our hypothetical telehealth example from earlier in the chapter, regardless of which product you decided to build, you would be creating that product category. (We are assuming no other comprehensive directory of every embarrassing condition or all-inclusive-pricing library exists.) By you creating either of these products, you will be tapping into demand that no one else knew existed. By the time any competitors notice you have invented a new acquisition source, you will be many months to years ahead of them.
