One of the most irritating things I experience is when I buy a product that tells me it's going to be hot and then fails to deliver. I have seven open bottles of hot sauce in my fridge right now due to this exact phenomenon.
Likewise, if you're in a grocery store, take a stroll down the aisles. The chip aisle seems to be filled with the most products pretending to be eXXXtreme hot, along with the nuts and other snacks. As someone who actively seeks out foods that are so hot they should be prosecuted for war crimes, there is nothing more disappointing than buying something "hot" and finding out that it's mild.
My question: what market segment that does NOT like spicy food commands so much market share that they've ruined "hot" for the rest of us? The point of this blog isn't to delve into the psychological issues or corresponding machismo in being able to handle the heat...
We're here to talk about market segmentation and playing in the right field.
Good companies will meet needs;
great companies will create markets.
Which market do you want to target? Do you want to sell a feeling or do you want to sell a product that delivers what it says it's going to?