Philip Kotler’s has written many books on marketing covering a variety of sectors, including professional services and churches. This is from his book “Kotler on Marketing” and the section on: “What are the main sources of market opportunities”.
Kotler says that there are only 3 situations that create market opportunities:
(1) Supplying something in short supply
(2) Supplying an existing product or service in a new or superior way
(3) Supplying a new product or service
Quite obviously, there’s more to a successful marketing strategy that 3 short statements (this particular book has more than 250 pages packed full of information), but it is a simple reminder that, basically, business may not be that complicated.