It isn't even a zero-sum game with your direct competitors much of the time. For many software businesses, almost all of your marketshare will be stolen from co

It isn't even a zero-sum game with your direct competitors much of the time. For many software businesses, almost all of your marketshare will be stolen from competitors with names like "email" and "scribbling on pieces of paper." Similarly, for a small community newspaper, the biggest existential threat to your business is neither the other local papers nor any of the larger newspapers in the area — it's public apathy toward the whole product category. If you're in a market like that, and the other guys go out of business, that is not really good news for you. For many businesses, "a rising tide lifts all boats" is the most accurate description of the field.