"But there is a third way" (parte I)

"If the choice is either to enter a poorly performing industry, playing by the same rules as incumbent market leaders, or to stay out of the business entirely.
...
But there is a third way, and that is to recognize that the industry as a whole may be missing an attractive opportunity to address an unserved market that can be tapped only by playing by a very different set of rules."

Trecho retirado de  "If You're in a Dogfight, Become a Cat!: Strategies for Long-Term Growth"