How to Be the Purple Cow in a Field of Ordinary

I’ve wanted to be an entrepreneur for as long as I can remember. Before I even graduated high school, I had read countless e-commerce books, gone to business conferences, and binged an embarrassing number of podcasts.

This wasn’t just a dream—it was what I wanted to do with my life. My endgame.

But as I learned more about the business world, it became clearer that passion and ambitious ideas could only take me so far. To succeed, I needed to create something people genuinely wanted—something they’d gladly buy over and over again.

Then, another harsh truth hit me—most of the market’s needs were already met. What else was left to offer? Selling what everyone else was selling would only drag me into a cutthroat race to the bottom. And honestly, who wants to play that game?

That realization could have crushed my ambition—but it didn’t. I realized that even though most broad needs are covered, there’s still room for new ideas, creative thinking, and connecting with people in ways others haven’t.

It wasn’t easy, but I figured out how to stand out in a crowded market. So today, I want to share what I’ve learned over the past couple of decades—how to find hidden opportunities, solve problems others haven’t, and build something amazing.

How saturated is the market, really?

First, let’s look at the numbers to get a clearer picture of what we’re dealing with.

As of 2024, there are over 33 million small businesses in the United States. That’s nearly one business for every ten Americans. Among these, e-commerce is booming, with over 2.5 million online stores in the U.S. alone, according to Statista.

These businesses cater to nearly every imaginable niche: fashion, tech gadgets, health supplements, pet supplies, handmade crafts, and more. No wonder 88% of consumers believe they can find whatever they need online.

And to make matters worse, most markets don’t just have one or two competitors. The apparel industry, for example, is dominated by giants like Amazon, Shein, and Nike, but also thousands of smaller brands that each fight for a slice of the pie.

Similarly, industries like skincare, home decor, and electronics are bursting at the seams with options.

A study from McKinsey reveals that in a world where customer choices are infinite, 70% of consumers stick to only 2-3 brands they trust. This means that while you might launch a new business, winning a spot in someone’s daily shopping habits will require more than just being “good enough.”

So, Is There Any Hope?

Yes—plenty of it. Saturation doesn’t mean the market is closed. It just means the bar is higher. And here’s where you, as a savvy entrepreneur, can shine.

To break through, you’ll need to offer something more than just products: an experience, a mission, or a unique value.

Here’s what I recommend you do:

1. Find a Micro-Niche

While the broader market may be overserved, there are always underserved groups within it. Think of Allbirds, which entered the already crowded shoe market by focusing on eco-conscious consumers who wanted sustainable, minimalist designs.

Or consider Glossier, which became a billion-dollar beauty brand by targeting millennials and Gen Z with a “skin first, makeup second” philosophy.

Research conducted by Harvard Business School shows that businesses focusing on specialized niches are 2.4 times more likely to succeed than those going broad.

So, instead of trying to sell “fitness gear,” think about designing gear specifically for postpartum moms or eco-friendly yoga mats for travelers.

2. Make Emotional Connections

With so many businesses vying for attention, customers don’t just buy products; they buy stories and connections. One standout example is Bombas, a sock company that built its brand around the promise of donating a pair of socks for every pair sold.

It resonated deeply with customers, helping them grow into a company that has donated over 100 million pairs of socks to homeless shelters.

What’s your story? Maybe your journey into entrepreneurship stems from a personal struggle or a passion for solving a problem no one else sees. Lean into it. Studies from Deloitte show that 63% of consumers prefer to buy from businesses that share their values.

3. Innovate in Customer Experience

Even if your product isn’t radically different, the way you serve customers can be. Look at Zappos, an online shoe retailer. They entered a saturated footwear market but gained legendary status for their customer service, offering free returns, 24/7 support, and even surprise upgrades.

In an era where people expect two-day shipping and instant responses, going the extra mile can turn a one-time buyer into a loyal customer. Research from PwC indicates that 73% of consumers say customer experience is a key factor in their purchasing decisions, even above price.

4. Lean Into Trends—But Make Them Your Own

Trends come and go, but successful entrepreneurs know how to adapt them to suit their unique audience. For example, health and wellness is a multi-billion-dollar industry.

But instead of launching yet another protein powder, companies like Athletic Greens found success by positioning their product as an all-in-one solution for busy professionals. Similarly, if you’re eyeing a trending industry, find the angle that others are missing.

5. Be Authentic and Consistent

Authenticity is the currency of modern business. In the words of Sara Blakely, the founder of Spanx: “The world doesn’t need more products; it needs better solutions.”

Consumers can tell when a brand is chasing profits instead of purpose. Build something you genuinely care about, and your passion will resonate with your audience.

A 2023 report from Accenture highlights that 91% of customers are more likely to shop with brands that provide personalized recommendations and authentic communication.

So, don’t try to be everything to everyone. Know your audience, speak their language, and solve their specific problems.

Yes, the market is crowded. Yes, it’s harder than ever to stand out. But history shows us that the most successful businesses are those that find ways to connect with customers on a deeper level, even in saturated industries.

Your job isn’t just to sell something—it’s to create something meaningful, whether it’s a product, a service, or a relationship. As Steve Jobs once said, “Innovation distinguishes between a leader and a follower.”

So, embrace the challenge, get creative, and remember: there’s still plenty of space for you in the hearts of your customers, no matter how full the marketplace seems.