Art of War qoute of the day

"An army may march great distances without distress, if it marches through country where the enemy is not."

A good company can find areas of the market that exist that competitors have overlooked and that are viable. This usually is more geared to smaller competitors in a market. If you are a large strong competitor (army) you could probably go wherever you want and eliminate whoever is in your way, but smaller companies must march "through country where the enemy is not". This is all about niche marketing, finding those smaller markets others companies have overlooked where you can thrive and act without distress.