The Concentric Circles of Reach
Picture your users as concentric circles, smallest to largest: core users (only 5 to 25% of actives), active users (10 to 50% of registered; 50% is world-class), registered-but-inactive users (mostly one-hit wonders), logged-out traffic hitting landing pages and 'side doors' like shared links, acquisition channel traffic that's never heard of you, and untested channels beyond that.
Most roadmaps overwhelmingly serve the two innermost circles. Chen cites an Airbnb roadmap review where only 6 of 33 items targeted non-users.
The growth opportunity lives in the outer rings: activation, reactivation, landing page conversion (typically 10 to 50%), top-of-funnel, and new channels.
“Move to further and further concentric circles, targeting new users, churned users.”
Key idea
Your roadmap probably over-serves the people already using your product. The biggest reach, and the biggest upside, is in the outer circles.