Brochureware is the new duct tape

Last week I was in a meeting with another happy HubSpot customer, and he was telling us about an unrelated business idea. We were talking about how he did his research, and it occurred to me that when you do a Google search for any meaningful business keyword, if the top few sites you see are brochureware, that's a business opportunity right there.

When I was at MIT, in Product Design and Development (PDD) class, someone quoted another source saying every time you see duct tape, it's a product opportunity. It means someone is adopting or modifying or fixing an existing product, and if you could figure that out and do the improvement for them, you might have a market.

I think brochureware is the new duct tape.

If you see brochureware sites dominating a business category, it probably means that line of business has not modernized in a long time, and is not taking advantage of the internet.