New rule niche

New rule niche - New rule Find a niche create something new...

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New rule: Find a niche, create something new. Old rule: Be no. 1 or no. 2 in your market. By Betsy Morris , Fortune senior writer July 11 2006: 10:08 AM EDT NEW YORK (Fortune) -- Nobody wants to be a laggard, of course, and there is much to be said for being the market leader. Nike, Wal-Mart and Exxon certainly don't wish they were anything else. But more and more, market domination is no safety net. Disney's ( Charts ) stranglehold on animated films meant nothing once Pixar's digital innovation hit the scene. AOL's established user base couldn't slow down Google ( Charts ). Look at Coca-Cola ( Charts ), whose still-strong No. 1 position in cola turned out to be not an insurance policy but proof of what consulting firm McKinsey calls the "incumbent's curse." Coke's archrivalry with Pepsi was always about market share - capturing it or defending it by tenths of a percentage point in grocery stores, restaurants, and faraway lands. Coke executives defined their industry as "share of stomach" - that is, the total ounces of
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New rule niche - New rule Find a niche create something new...

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