Seth Godin advises organizations to establish the right market

Seek out those that are both interested and underserved.

If you’re entering a market filled with loudness, it’s harder to be noticed, even if the incremental benefit you offer seems large to you. If you’re trying to delight existing customers, the more delighted they already are, the more new delight you need to offer to turn heads.

Seth Godin, on overstimulation.