Lena Baudo

Why choosing the largest market is a strategic error Every leadership team loves a good slide that shows a billion-dollar opportunity. A total addressable market (TAM) that signals scale, ambition, and investor appeal. But that slide usually hides a blind spot: you don’t win markets because they’re big. You win because you’re relevant to a defined group of buyers. Market size says nothing about entry barriers, differentiation, or customer motivation. Yet those are the variables that decide...

Strengthening Product-Market Fit in 12 Weeks Product launches are often driven by conviction. A decision is made internally to move forward, but the truth is that many teams don’t yet know what the market actually wants. We recently worked with a mid-size transport connectivity company in the U.S. that faced exactly this situation. The product was greenlit, but the team still lacked answers to critical questions: What features do customers actually care about? How should pricing be positioned...

After more than 15 years in market research, I keep seeing the same mistakes come back. They look small at first, but they often end up...