Validate vs expand the market (a case in meditation)
Headspace validated the market for meditation apps. But meditation is still a niche and no matter how much they can evangelise it it will stay small.
Calm however moved away from meditation and focused on the benefits for the user: reducing anxiety, happiness etc. Meditation became part of the story and product but not the be-all and end-all. They added stories, sounds and 3 years later became the dominant wellness player.
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