"drilling into that"

"How can you compete? Well, for starters, understand where you fit in.
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Now, some of you will construe what I'm about to say as "niche" or "stay small" but neither is the case at all! No, what you need to do is to understand - and then effectively communicate - the real-time relevance of your business.
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In other words, you have to be the best for one particular set of scenarios, not a solution for a variety of scenarios that are close to what the customer is looking for.
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What this is really about is understanding the market for your products or services and, drilling into that. All the different types of customers who buy from you. Too many times, we think only in terms of a specific avatar - the key buyer - but the real world is that there are 7 billion potential customers on this planet (over 10 billion if we're thinking in terms of B to B, also), so a narrow view of who your buyer is (and where they are) can restrict your growth. Of course, you have to balance this, but the key is understanding that casting a wider net with one solution may yield far greater results than throwing a myriad of solutions to the masses and not being able to execute any of them perfectly."

Trecho retirado de "Make More Money (By Selling Less?)"