9. Not All Startups Are Alike
A fundamental truth about startups that is completely ignored in the product development model is
that they are not all alike. One of the radical insights that guides this book is that startups fall into
one of four basic categories:
• Bringing a new product into an existing market
• Bringing a new product into a new market
• Bringing a new product into an existing market and trying to resegment that market as a
low-cost entrant
• Bringing a new product into an existing market and trying to resegment that market as a
niche entrant