From Impossible to Inevitable: Finding your niche as SaaS

TLDR; Most startups don't fail because they build bad products. They fail because they try to serve everyone.

One of the biggest lessons for us this past year at Univid was narrowing down the niche harder - not expanding it.

The framework that helped us is from the book "From Impossible to Inevitable" by Jason M. Lemkin & Aaron Ross.

Ask yourself:

• ✅ where is the market pull? (most demand and easiest sales)

• ✅ where is cash big? (where most revenue actually comes from)

• ✅ where is fun? (energy compounds too)

I was rereading this on a bus heading north in Sweden this weekend - and it neatly captured a lot of our own 2025 learnings.

When all three overlap, growth doesn’t just get faster. It gets easier. And a great indicator of PMF (Product-Market Fit) - where you nailed your niche so well that customers start to kick in your door.

Which one do you think is hardest to get right? And any good book recs for 2026?