There's a solid strategy to compete in a very crowded market that sort of has it's roots in the "differentiate or die" era. However, product-centric differentiation is just that - all about the product, not the customer.

These days, the way to penetrate a crowded market is split the crowd. Narrow the scope and fire the rifle.

If I were to start a tennis shoe company marketing running shoes to people, I am probably not going to be...

Read the rest of this post...