Toy markets become huge in two ways:

- Adjacencies - take over a small but valuable set of customers, use this niche as a base to capture a larger but similar (adjacent) audience. Like Uber expanded from "order a black car" to "order any mode of transportation".

- Behavior Change - start with no market at all, create a company that changes the way humans live their lives. Create demand and own the market you've created. Like Apple did with smartphone and Google did with search.

Reliable formula detected: They never look the same twice. Most attempts are just too obviously derivative of the last success to succeed.

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