Market standing

Obviously, not everybody can be the leader. One has to decide in which segment of the market, with what product, what services, what values, one should be the leader. It does not do much good for a company's sales to go up if it loses market share, that is, if the marked expands much faster than the company's sales do. (...)
Market standing, regardless of the sales curve, is therefore essential.

The Essential Drucker
Peter F. Drucker
C Collins Business - HarperCollins