Coming soon!

So thrilled that my book was picked up by the amazing Merry Sun at W.W. Norton. And we have the final title! Big Niche: How to Value Opportunities that Others Miss. Looking forward to seeing it in print in September 2027.

Stop calling it niche. Start calling it ignored. Every market you’ve dismissed is an innovation opportunity.

Facial recognition that fails on dark skin. Credit algorithms that shortchange women. Products designed around assumptions about whose bodies, lives, and needs come first. These gaps don’t just exclude customers; they leave entire markets unserved. What if the people your industry overlooks are your best bet for growth?

In this provocative playbook, renowned thinker and strategic adviser Sarah Kaplan shows how companies can turn unmet needs into breakthrough innovation. Drawing on original research and vivid stories from the WNBA to an AI startup, she reveals how designing beyond the “default” yields bolder ideas, better products, and a lasting edge over competitors.

“Niche” sounds like a judgment about market size. In practice, it’s often used to dismiss ideas—and customers—seen as too marginal to count. Big Niche invites you to look again and see the value you’ve been leaving on the table—and the bigger future you can build.

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