What does the marketplace want?

I think a lot of my frustration at work has been because...for the first time in my career, I am not sure what the marketplace wants.

It is easy to sell something that the marketplace wants. You simply differentiate yourself from your competition, get in front of people, and a percentage will work with you.

However if you don't know what the marketplace wants, you can't start the process.

I listened to a pitch from a company that hosts/manages Moodle installations for clients. They aren't a big company (research says about 7 people). They don't even have a great pitch.

They simply have defined a nitch that the audience wants...and are out promoting it.

I could easily come up with SOMETHING niche to pitch. Something in the cybersecurity space, or in the analytics space. The problem comes when you need to take a company with you. That involves getting buy in from senior partners and executives.