Debate article by CEO of North Media A/S, Henrik Løvig: Hone your niche and specialise your product

It is tempting to go for mass appeal when developing the digital platforms of the future. Who would not like to create the next Facebook or Google? However, in my view, there is much to be gained from focusing on niches rather than going mass market. Very few can build a sustainable business on mass-market appeal, and the chances of succeeding in a sharply focused niche are much higher.

The article is published by Børsen. Read the original article in Danish here.