Chapter 3: How to choose the right market to compete in

Episode notes

Great demand gen starts with understanding the playing field, not default expansion plans or surface-level competitor scans. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg break down how to assess categories, competitors, buying power and white space, and how to tell if there’s actually room for you to win. Because skipping market research doesn’t make you faster, it just makes your mistakes more expensive.