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Chapter 2. Pipedreams and Big Lies > Red Flag 7: A Product Is Only Set to Reach...

Red Flag 7: A Product Is Only Set to Reach a Niche, but Hopes Are Ramped Higher

Investors must try to differentiate between technology that may be sexy but only likely to gain a niche audience and the products that are destined to become ubiquitous. The automobile, the television, and the mobile phone fall into the latter category, but many devices fail to cross that chasm between niche and mass market—or at least in their early versions. Investing in a company structured on making that leap can be a very costly business when the product falls into the ravine.


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