---
title: "Four market positions that get oversubscribed"
description: "Four ways to create an imbalance of more buyers than sellers, of which you should choose one to focus on."
canonical: https://tomsharman.com/bookshelf/oversubscribed/four-market-positions-that-get-oversubscribed/
updated: 2026-11-03
---

# Four market positions that get oversubscribed

> Four ways to create an imbalance of more buyers than sellers, of which you should choose one to focus on.

Daniel Priestley's framework, from Oversubscribed, pp. 38 to 44.

Framework 2 of 21 from [Oversubscribed](https://tomsharman.com/bookshelf/oversubscribed/index.md) by Daniel Priestley. Category: Lead generation.

## The steps

1. **Innovation.** Offer something new that no one else offers, so there is one seller and a niche of buyers.
2. **Relationships.** Build such a strong relationship that buyers ignore other sellers.
3. **Convenience.** Offer the most frictionless way to get what the market wants.
4. **Price.** Invest in an asset that lets you stay profitable at a lower price than rivals can match.

## Where it comes from

From chapter: PRINCIPLE 3: FIRST MAKE YOUR MARKET THEN MAKE YOUR SALES, pp. 38–44

Samsung rushed its Gear S smartwatch out two weeks before Apple's event, shipped about 800,000 and reportedly saw high returns and heavy discounts. Apple spent a year building a market through information, videos, fashion partnerships and pre-registration before it let people buy. The lesson is to make your market first and your sales second: send signals, collect small signals back, and only release when interest is proven. The chapter ends with four market positions (innovation, relationships, convenience, price) that create more buyers than sellers, and says you must pick one.

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/four-market-positions-that-get-oversubscribed.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/four-market-positions-that-get-oversubscribed-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/four-market-positions-that-get-oversubscribed.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/four-market-positions-that-get-oversubscribed-dark.png