# The Market Is Never Too Crowded
*Published: 2021-11-05*
*Tags: insights, product-work*
*Source: https://chrislema.com/the-market-is-never-too-crowded*
---The first time I took copy and placed it into a design for a printed document, I used Adobe Illustrator. I didn't know any other design solution. So I designed the document and then took the text and placed it onto the design.

Then I learned Aldus Pagemaker and did multi-page layouts using it. This was in the early days of desktop publishing. We still printed out black and white separations and took them to a printer.

The entire 1990's and 2000's were years where I had Adobe products on my computer for everything - photos, illustration, motion graphics, video production, and even page layout (InDesign).

So tonight when I went to do the layout for a new eBook that my coworker created, I decided I would try to do the layout and design in [Canva](https://www.canva.com/). And it won't surprise you that it worked. And came out great!

But imagine telling me, at any point before 2014 (which is when I first heard of Canva because of [their hiring of Guy Kawasaki](https://techcrunch.com/2014/04/16/guy-kawasaki-joins-australian-design-startup-canva-as-chief-evangelist/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAASHA9WiX3vl-TqEXLSyhkXFfWpa3MPM7ts9r_B08OQIxGX5n3bECYF8NPQo3P5tv9eZ14mQpOEpNn8cxkaF_iAdLhS0TzQC7q4cCMG450EE7nPEeDYvNt8M4FRPOP3OAav-zFhALjnylw3I8kLTo4DCBFRC061xuys8D65dZfM0)), that people would do design work in their browser without Adobe software. I would have laughed. And I was a big believer in software running in a browser.

Just not design software.

## The Market is Never Too Crowded

The market in WordPress for forms was completely wrapped up by [GravityForms](https://chrislema.com/getgravityforms) in 2011. But then [Ninja Forms](https://chrislema.com/ninjaforms) stepped into a market that there was no room for. Right?

Then five years later, [WP Forms](https://chrislema.com/wpforms) stepped into a market that was completely saturated, right?

And just recently [FluentForms](https://chrislema.com/fluentforms) entered a market that surely didn't need another player. But it's now here and growing rapidly. Right?

My point? **The market is never too crowded.**

Tonight I worked in Canva and it was not only fast but it was easier than InDesign. And the PDF export didn't require any complexity or pre-flight work.

Of course I wasn't creating a huge book. And I wasn't printing the document. But that's part of the point. The world keeps changing. What I used to need to do, I no longer have to do. And what I have to do isn't nearly as much as I used to want to do.

So don't look at the competitors. Look at customers. What they want and need to do. And give them the tools that make things easy.