Navdeep Soni

A printing company gave the biggest lesson on why solving a niche problem can lead to entry into the biggest market!

A printing company in Brooklyn was struggling with humidity.

The moist air was causing their paper to expand and shrink, which resulted in misaligned ink and poor print quality.

So they decided to hire a company that could design "dry air" for them.

This company was finally able to design a solution that helped control humidity for the printing process.

This company was none other than Carrier, which accidentally created the first modern air conditioner.

The same technology that cools our homes and offices today.

Focusing on and solving a niche problem is not just about catering to a smaller market or a smaller pie

It is an opportunity that can lead to something bigger...

It can be an opportunity to meet
new people..
new ideas ..
new connections..

I was slouching in bed late last night, mindlessly scrolling Instagram, when an ad from Wellbi stopped my thumb.
An olive green, organic bamboo t-shirt. Price: ₹599.
I am an existing customer who bought their t-shirts at a higher price in the past.

The offer was attractive. Therefore, I clicked.

The product page loaded with the olive green variant.
And then my eye got stuck on the price.

Not ₹599. Not even ₹799. It was ₹999.
My inner ecommerce guy kicked in :D

So I started clicking through other colors. ₹999. ₹999. ₹999. ₹899. ₹999. ₹799. ₹999. ₹599.

At that point, I wasn’t evaluating fabric quality anymore.
I was investigating only pricing and what the ad promised me.

Pause. Question. Leave.

From a and perspective, this is a "fire alarm" for your margins.

When you break the expectation that earned the click,
You aren't just losing a sale;
You are paying Meta for the privilege of destroying a customer's trust.

The result?

Higher bounce rates.
Abandoned carts.
Higher Customer Acquisition Costs (CAC).
Weak signals sent back to the Meta algorithm.

Most founders look for ad performance problems in the Ads Manager.

Sometimes, the problem is simply a landing page that doesn't keep the promise of the ad.

The ads you see on Instagram are mini case studies, which can help you improve your .

I am sure you might have noticed such things on other brands as well.
Would love to check out those as well