Most companies are trapped in the wrong market—fighting for traction inside categories they didn't create.
The result? Slowed growth. Confused messaging. Fading belief.
You built a great product.
You raised capital. You hired the team.
So why does it still feel like you’re fighting uphill?
This isn’t bad execution.
This is something deeper.
This is what we call the Existing Market Trap (EMT).
