Before you launch any product or services, there is always a feasibility study to understand the market. Economics of demand and supply are applicable everywhere. So, if your niche market has low demand and high prices, you should always expect limited growth. On the other hand, if your demand is huge but supply is limited, then you drive a better premium for your product or service. And if supply is more than the demand, you lose the pricing power. Lets us take the example to understand a very niche category that has been in the works for ages; spirituality, religion, astrology or any left hand paths for that matter. It is a very niche category and the demand for these services has risen exponentially over the past few years particularly post covid. Just like in any trade, only the best survives rest automatically falls out. Whether it was the dot-com boom that burst later because everybody wanted to be the next big thing without doing the due diligence or jumping because of FOMO. We lately see the same revenue being clocked by astrological apps and different yoga or art of living institution which have generated huge revenues. But, it is all going to change because the customer dynamics are changing. Your customers are smart cookies. They might take a while, but they’ll wise up if you’re dishonest and go elsewhere. It reminds of the rampant fake electronics sellers all over Amazon, eBay, etc. I will not be surprised if within a few years, many large institutions and cults will be completely wiped out because of the information overloads. Moreover, we will see a lot of people driving themselves mad because of the trauma they are about to face for jumping into occult sciences. Rampant misinformation being sold under the garb of enlightenment and spiritual mastery along with a dangerous precedent of promoting mediocrity for cheap stunts. We have public servants interested in vlogging more than their service. We can partly blame the leadership for that; when you have leaders that have love for the camera more than values, it is bound to happen. But the lesson is for the business owner, not the leader. Politicians are like seasons, they will come and go, whereas business is like a tree with deep roots. A few poor seasons caused it to shed its leaves, but a good season will bring fruit again. So before you choose to become a lapdog and misplace your loyalty, think again. During the edtech booming, we already know what happened to BYJU’s, it is not because of the market but to hurt and cheat the customer sentiment. We may see the same happen to a few vehicle manufacturers seemingly in the ivory tower or too big to fail. Or a telecom giant who enjoys pricing power too much, and circumvent the rules, but as soon as a new global player enters the market, we will see valuations going downhill. Don’t take your customers for granted and don’t try to rig the game to force the small players quit. Keep fairness, transparency, competetion alive and avoid the God complex, and your business will thrive. Nowadays business doesn’t lack resources or money, it lacks credibility and accountability.