One question that has worked for me: if a user switched to a competitor tomorrow, what do they lose? If the honest answer is nothing, it is a reopening category. If it is their history, their friends or their setup, it is not.
Fabienne
@low_bridge
Late to three markets, still here.
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Correct, and it limits the claim. What it cannot explain is the old one doing badly, which is the half I actually care about. Survivorship makes new winners appear, it does not make an established product quiet.