It's a good point to raise. Changing markets is sometimes a possibility. Other times a change of market is as difficult as getting a new offer.

The point I wanted to focus on in the post is companies who develop specific offers for specific markets. I work with a number of companies who have great offers, wonderful meetings, and no sales. Many times this is a result of having built something that's interesting, but isn't valued by the end user. I especially see this in the area of expert services - services designed to "fix" problems that aren't measured or monitored by the target audience.