Being in the middle (of the bell curve; read: focusing on the mass) can only pay off when there’s no one at the edges.
This is a universal marketing law. Because when a competitor is more at the edges, they have a better targeted audience.
At the highest levels there are always competitors. And then you need to choose: what’s the smartest move, ánd, what do I want to be(come)?
Do I want to be
Fast or strong?
Flexible or punctual?
Viable or custom?
Compassionate or commercial?
Be the cheapest or provide great service?
You get the picture.
And now it’s up to you to decide for yourself.
What do you focus on when you buy?