Technology is a lens that helps us see trends, culture and groups of people on a micro rather than a macro level. We can now subscribe to a Podcast about Madisonian Constitutionalism that someone in Toledo makes in her basement. We can join a web forum called "Boomer Quilters against Drunk Drivers". We can peek at the latest work from an artist who specializes in making portraits out of Jelly Belly's.
Although these are somewhat extreme examples, all are extremely niche ideas. Business has gone increasingly niche over the past 10 years too. Here are two examples of just how focused some businesses are:
BoxCycle is a San Francisco start-up that helps you find cardboard boxes. If you've ever needed boxes to move, you know what a pain it is to either pay a fortune for them or go box scavenging behind retail stores. BoxCycle lets retailers with extra boxes list them on its site so you can pick them up either for free or paid.
Element Bars lets energy bar consumers custom design their own energy bars online. You can make it chewy, crispy, "oaty", with nuts, with dates, with cherries, with extra protein, with extra vitamin D etc.
Both of these business are targeting a very specific type of customer with a very focused product. This approach is becoming a core competitive advantage by essentially eliminating any competition.
