What customers of the same type and size usually buy from you: every product bought by more than half of a band of similar customers. The denominator behind penetration, fit, whitespace and range.
Band by type and size. Count buyers per product in the band. Products above the threshold, half by default, are the norm. No industry table is needed and none would survive a salesperson's questions as well.
Product marketing can add a product to a band's norm as a labelled assumption. The gap list then shows which gaps are majority-driven and which are strategy-driven.
Twenty customers is comfortable; below ten, merge bands and say so. A band of four has no norm.
For a band of similar customers, the set of products bought by more than half of them, and for each product the median spend among the buyers. Both come from the company's own ledger.
Of 120 builders, 110 buy timber with a median share of 32 percent of spend. A builder at 12 percent has a depth gap; one buying none has a whitespace gap.
An outside benchmark used in place of the company's own customers. Definitions differ, and the target cannot be traced to anything.