Specialize/Create Niches/Diffenciate ( C1) of Tom Peters
An organization goes out of competition if it is not reconfiguring itself to become a fast changing and high value adding creator of niche markets.
Marketing should focus on market creation and not simply market sharing.The best examples of this would be Apple and Tandy which looked at business with market creation mentatlity
Midcap and fast growth industries are not the only arenas in which specialization can occur. Other Profit Impact Market Strategies ( PIMS) point out that differebciation works in declining companies too. market Niches can be created via new products and continuous transformation of every product.
True differenciation could also be acheived by adding more features ( Quality, Service) to every product or service, youthful or mature. Tom Peters says atleast ten value increasing " differentiators" should be added to the products or services every ninety days.