You can hardly do better than this book on market positioning:
The 22 Immutable Laws of Marketing by Ries & Trout
Who was the first person to fly across the Atlantic? Even history haters will probably come up with Lindbergh. The second person did it faster and used less fuel. Why don’t you remember his name? Because the Law of Leadership says “It’s better to be first than it is to be better.”
Ah, but not everyone can be first, you say. Excellent point, which brings me to my personal favorite: #2 The Law of Category, which says “If you can’t be first in a category, set up a new category you can be first in.” Remember Amelia Earhart, the first female pilot to solo across the Atlantic?
This is the kind of clear-eyed insight you’ll find in this essential book for small business startups or owners who want to pivot into a new, more profitable vein.