Pain Severity Beats Market Size as Target Selector

"when you are picking a chasm-crossing target it is not about the number of people involved, it is about the amount of pain they are causing."

"The size of the first pin is not the issue, but the economic value of the problem it fixes is."

"The more serious the problem, the faster the target niche will pull you out of the chasm."

"it was not the right target segment for crossing the chasm because its needs, while more pervasive, were not as urgent as those of the pharmaceutical industry."