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Market Expansion: The Similarity Between Startups And Content Creators

Steve supports several hundred engineers at Amazon as a Principal Engineer. After finding himself giving out the same advice repeatedly, he decided to package up his insights into a YouTube channel. However, similar to Rahul's content, the applicability of his advice turns out to be much broader than just software engineers.

Steve is focused on having the maximum impact on as many people as possible, which means that he welcomes the “pivot” into the broader audience of knowledge workers.

This is a common pattern within content creation and startups: you start by focusing on a specific niche and being hyper-focused on serving them. But you realize that the product or content you created is actually applicable to a much broader set of people.

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