Overview
Some markets are fragmented, with no clear leader. These are opportunities to build a strong brand and consolidate the market. Casper did this with mattresses.
Company examples
- Casper - Disrupted the mattress industry with direct-to-consumer sales
- Warby Parker - Revolutionized the eyewear market with affordable, stylish glasses
- Dollar Shave Club - Dominated the razor subscription market
Questions to consider
- Which product categories lack a clear market leader or have fragmented market share?
- How can we create a strong brand identity in a category where existing brands are weak?
How to cite
Faster Than Normal. “Look for product categories with no dominant brand and look to dominate Framework.” fasterthannormal.co/business-frameworks/look-for-product-categories-with-no-dominant-brand-and-look-to-dominate. Accessed 2026.