3 Ways to Build a Business in an Uncontested Market

When you set out to solve a problem that only a few people fully understand — let alone know they have — you step into a space where the rules are still being written. That’s both the thrill and the risk of a “Blue Ocean” opportunity. For me, this meant entering a market segment that traditional players had either ignored or addressed in fragmented, incomplete ways.

Early on, I found myself questioning whether I was navigating a promising new frontier or sailing straight into a void. The uncertainty was tangible. Without an established reference point, it would have been easy to misjudge what people truly needed or to get lost in my own assumptions.

Yet, I discovered that success in these uncharted waters doesn’t rely on guesswork or just being the first to claim the space. It depends on how closely you listen, how effectively you educate, and how holistically you solve the problems at hand. Over time, three core strategies fueled my drive and largely contributed to my guiding principles.

Whether your venture revolves around reimagining estate-related tasks, developing eco-friendly supply chains, or creating tools for emerging healthcare needs, these personal takeaways can help you gain a foothold in territories with no playbook — only potential.

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1. Listen to your customers and integrate data

When you operate in a Blue Ocean, you can’t rely on established norms or competitor benchmarks to shape your roadmap. At the outset of my journey, I assumed I understood the logical steps people would want in a complex process, like planning for financial or administrative responsibilities at the end of life. It seemed straightforward: show them what to do, give them easy forms or digital tools, and they’ll follow along. But reality proved more nuanced.

The initial rollout surfaced hurdles I never saw coming. People were uncertain about the process; they were emotionally guarded and hesitant to face the underlying issues. They would drop off at specific touchpoints or ignore essential steps. I didn’t have a clear “why,” so I operated in the dark. That’s where feedback — both qualitative and quantitative — became my lifeline.

I began incorporating user interviews over time to understand the emotional triggers and subtle points of confusion. Surveys revealed that some terms I considered self-explanatory were actually alienating or unclear. Heatmaps and navigation data showed customers lingering on certain pages, possibly re-reading content or hesitating before making decisions. Marrying these insights with direct customer stories helped me identify patterns.

Armed with that feedback, my team and I refined our offerings iteratively. We changed the language, broke down complex actions into smaller, less intimidating steps, and introduced contextual guidance at the moments when people tended to falter. We also experimented with different messaging and content formats, testing each variation and learning which adjustments nudged customers past their uncertainties.

Over time, this improved our products and gave customers a sense that their voices were shaping the evolution of our solutions. In a Blue Ocean environment, that sense of partnership and responsiveness transforms tentative users into engaged allies.

2. Leave your potential customers with an “aha” moment

One of the biggest surprises in tackling a neglected market segment is realizing that your future customers might not even know they need you. They may sense a vague discomfort or carry a subconscious worry, but they haven’t articulated the problem in a way that translates into action. In my field, most people didn’t fully appreciate how complex certain end-of-life tasks could become — until they found themselves in the middle of a crisis they never prepared for.

Simply presenting a solution and hoping people will connect the dots doesn’t work when the underlying problem is hidden or poorly understood. Education became my most potent tool. I learned early on that explaining the “why” behind the product was just as important as showing the “how.” Rather than bombarding potential customers with a laundry list of features, I started by shedding light on common but often overlooked scenarios, like long administrative processes that leave families waiting for answers or emotional burdens that accumulate when key steps are delayed.

As the market became more informed, conversations shifted. Potential customers started asking smarter questions and demanding more nuanced support. We moved from a one-way broadcast of information to a genuine dialogue. This led to a more engaged and receptive audience.

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3. Don’t ride the bandwagon

In undeveloped markets, it’s tempting to focus on one narrow problem and claim victory over that sliver of territory. You might think, “If I just solve this tiny piece better than anyone else, I’ll stand out.” Yet, I found the opposite to be true. Addressing a small fragment of a larger, intertwined challenge can limit your impact. It leaves your customers patching together multiple solutions on their own—if they bother at all.

I observed that people truly needed a more comprehensive framework. Their struggles weren’t confined to a single administrative form or financial transaction; those were just puzzle pieces in a bigger, emotionally charged landscape. Tasks that seem unrelated at first glance often form a chain. For example, dealing with a single inheritance document also involves clarifying one’s estate plans, managing lingering financial accounts, and facilitating smoother communication within a family. Each step affects the others, creating a ripple effect.

When I framed the market as an interconnected ecosystem rather than a series of isolated pain points, I began building solutions that tackled multiple aspects simultaneously. This holistic strategy became a defining differentiator for our business. Instead of comparing individual features, potential customers compared their overall experience. This made it harder for newcomers to replicate what I’d accomplished without embracing a similar breadth of vision.

Thriving without a roadmap

Building momentum in a market with no clear precedent means learning to paddle in still waters. I needed to constantly fine-tune the product based on authentic customer feedback, invest the time and effort to educate potential users so they could recognize the value of what I was offering, and craft a holistic experience that viewed their challenges from multiple angles.

These three strategies became the bedrock of my approach to Blue Ocean markets. They guided me through moments of confusion, led me to breakthroughs I never could have scripted on my own, and ultimately allowed me to transform an unknown frontier into a space where customers felt seen, supported, and ready to move forward.

When something isn’t laid out for you, courage is just a small fraction of the equation. There’s a lot more you will “unintentionally” learn along the way that will make your journey a story of success.