“Go look at the one and two star reviews and see what people are complaining about. See what they dislike about the best players in the market. That's our twist. Our twist is what people dislike about the biggest companies in the space because those are the easiest customers to go after and acquire.”

Skip Invention And Differentiate By Mining The One- And Two-Star Reviews Of The Market Leader

Will's framework starts with markets that already have product-market fit, then differentiates by mining one- and two-star reviews of the dominant player. Signaturely beat DocuSign by being 'so easy to use your grandmother could use it,' targeting the exact complaints incumbents ignored. The frustrated reviewers become your easiest customers.