“What if I just have a better product like this industry exists I know people want this and that was the light bulb moment go find something that people already want and do it differently or better”

Enter an Existing Market and Differentiate on Product Quality Alone

Rather than educating the market from scratch, Ian found a category — offshore staffing — with proven demand and existing search behavior, then competed on service quality. This approach captures existing intent without needing to create it. The built-in word-of-mouth then compounds organic visibility as the brand gets mentioned across conversations and communities.