Should You Enter the Adjacent Segment?
Use five forces, win/loss evidence, and positioning fit to judge whether an adjacent segment is worth entering.
The moment The board wants a new growth story before the annual planning offsite. A neighboring segment looks tempting because your product can technically serve it with light adaptation. The danger is that the segment may have lower switching costs, stronger incumbents, and a buying committee that values entirely different proof. A segment is attractive only when its economics and buying frame fit your ability to win, not just your ability to ship. Use the framework, not the loudest opinion Read structure, then message, then evidence Adjacent segments often seduce teams because product effort looks small while revenue potential looks…
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