Blue ocean strategy 🌊 speaks about just that.

Decent example is how Cirque de Soleil, took a 1) low-margin business of 2) high-cost main performers and cheap tickets targeting 3) youth & families. Instead they built a 1) high-margin product with 2) lower cost performers targetting expensive tickets for 3) a wealthy adult audience.

The same pivots are happening in software and with even fewer clowns & stage performers 🤡