"The good news is that $1B+ companies usually can't afford to target niches. Their divisions are expected to move the needle for, well, a $1B+ business. " 100%

"The good news is that $1B+ companies usually can't afford to target niches. Their divisions are expected to move the needle for, well, a $1B+ business. " 100% agreed. May I suggest OP to pick up "The Innovator's Dilemma / The Innovator's Solution", which really brings the point home on why targeting niches and/or 'lower' marketing segments can be a good strategy.