Founder/Product/Market fit

Underserved markets can be revolutionised by simple products. As the market gets saturated, the solutions tend to get more sophisticated. Founders therefore require more skills, more experience and also some luck to win.

For example, take a look at the UI design industry, which used to be dominated by Adobe Photoshop. There were other solutions but no one cared enough about using them just because PS was the gold standard. When Sketch came, it brought with it powerful features that were build specifically for UI designers. It promised faster processing and ease of use. When Sketch became the new gold standard, along came Figma. It brought with it the ability to work collaboratively in realtime and took away the hassle of file sharing. Each of these tools was more sophisticated than its predecessor.