This is very much about market Positioning, which is an important strategy (and generally one of the 3 priorities I recommend for a start-up business). See htt

This is very much about market Positioning, which is an important strategy (and generally one of the 3 priorities I recommend for a start-up business). See http://en.wikipedia.org/wiki/Positioning_(marketing) http://en.wikipedia.org/wiki/Positioning_(marketing) What it fails to take into account is that sometimes you don't have to be #1. The classic example is Avis car rentals, who proudly displayed that they were #2 with the slogan "No 2, we try harder". You don't have to be #1 to be remembered (though being in the top 3 is useful). My advice is that you're better off being #3 in a big category, than #1 in something you had to invent.