Instead of being slightly better than everybody else in a crowded and established field, it’s often more valuable to create a new market and totally dominate it.
(Source: New York Times, The Creative Monopoly)
At our last Work From Home meeting, we were talking about this very topic. Instead of the term 'monopoly', we talked more about becoming an 'expert' or a 'trusted source'.
It's about owning it, regardless of how you describe it.
(This is an affiliate link to Amazon.)