You assume the market all has the same taste: While McDonalds has cheap and fast food, sometimes I like a French meal. My IT support business is "ok" but it th

You assume the market all has the same taste: While McDonalds has cheap and fast food, sometimes I like a French meal. My IT support business is "ok" but it thrives because we fill a need that isn't met by other that who are indeed more passionate and smarter than us.