Think Big†

To win market share, don't try to influence what brand of product people buy. Change how they use the product in the first place

Wall Street Journal, September 15, 2007 — In today's fast-moving marketplace, companies typically compete by improving their products in small ways. They make them visually more attractive, or more reliable, or less costly. Maybe they tinker with the marketing.

The result is predictable: Competitors make a countermove — and in the end, market share moves slightly, if at all.

In thinking small, though, companies miss out on the chance to win big. Instead of trying to influence what brand people buy, they should be focusing on what people buy.