November 5, 2026

Why Chasing Market Share Is the Wrong Growth Strategy

BE DiFFERENT Unfiltered™

The Sacred Cow Burial™

Business is full of accepted beliefs.

Some deserve to be buried.

This is one of them. BE DiFFERENT Unfiltered™

⚰️ This Week’s Sacred Cow

🎯 “Market Share Is the Goal.”

Everybody Wants a Bigger Piece of the Pie.

Market share.

Businesses obsess over it.

Executives report it.

Strategists chase it.

Marketers celebrate when it goes up and panic when it goes down.

The objective?

Grab a bigger piece of the market than your competitors.

Sounds reasonable.

But there’s a problem.

Markets don’t buy anything.

People do.

🚨 Market Share Puts Your Competitors at the Centre

Chasing market share inevitably makes you look sideways.

What are competitors doing?

What products are they launching?

What prices are they charging?

How can we take business away from them?

Before long, your competitors are driving your strategy.

You’re reacting.

Following.

Benchmarking.

And becoming more like them.

That’s the road to Sameness.

🔥 Stop Chasing Markets. Earn More From the Customers You Choose to Serve.

There’s a different game.

Instead of asking: “How do we get a bigger share of the market?”

Ask: “How do we earn a bigger share of our customer?”

That changes everything.

You stop obsessing over competitors and start obsessing over the people you’ve chosen to serve.

What do they crave?

What problems can you solve for them?

What additional value can you create?

What would make them choose you more often?

Customer Share puts the customer—not the competitor—at the centre of growth.

And the more value you create for each customer, the more of their business you earn.

That’s growth from the inside out.

⚖️ Sacred Cow Verdict

Guilty.

⚱️ Sacred Cow Sentence

Bury It.

🔥 Sacred Cow Replacement

Customer Share.

Another Sacred Cow Buried.

⚰️ Bury it. Replace it. BE DiFFERENT.

🪦 Ready for the Next Sacred Cow Burial?

Thursdays I challenge accepted business beliefs that limit leaders and organizations.

If you’re ready to think differently, follow the BE DiFFERENT Unfiltered™ series.

✋ Continue the Conversation

🎙️ Listen to my podcast, Audacious Moves™ to a BILLION where I reveal the decisions that transformed a startup into a billion-dollar business.

📖 Read more insights at: BE DiFFERENT or be dead.

Cheers,
Roy

• Posted 11.5.26 at 06:00 am by Roy Osing
• Permalink

November 2, 2026

SAVED. THEN. SQUANDERED.

🚀 Audacious Move™ of the Week

SAVED. THEN. SQUANDERED.

Businesses are investing heavily in AI productivity tools to automate work, save employee time and improve efficiency.
But realizing a return on investment (ROI) from AI requires more than measuring hours saved.
It requires clear accountability for turning those productivity gains into measurable business results.

🤖 Congratulations. You’ve Saved 100 Hours.

A recent Gartner Report found that only 21% of employee time freed by AI is being redirected toward more innovative work.

Think about that.

Companies are investing heavily in artificial intelligence.

Automating work.

Eliminating tasks.

Saving thousands of employee hours.

And celebrating their productivity gains.

Wonderful.

But I have one question.

WHO OWNS THE TIME YOU’VE SAVED?

Because if nobody owns it, nobody is accountable for what happens to it.

And that’s a BIG problem.

💥 The Missing Line on Your Scorecard

Organizations meticulously track AI investments.

Software costs.

Implementation expenses.

Hours saved.

Productivity improvements.

But once those hours are saved?

They disappear.

Absorbed by meetings.

Swallowed by routine activities.

Consumed by more of the same.

SAVED. THEN. SQUANDERED.

Imagine investing $1 million in new equipment and having no plan for what it would produce.

Ridiculous.

Yet that’s essentially what businesses risk doing with the capacity AI creates.

🦅 Enter The Strategy Hawk™

In my BE DiFFERENT Growth Playbook™, The Strategy Hawk™ is responsible for making damn sure the Strategic Game Plan™ gets EXECUTED.

Not admired.

Not discussed endlessly.

EXECUTED.

And AI productivity gains create a new challenge for the Hawk.

When technology frees up 100 hours, the Hawk doesn’t simply applaud the savings.

The Hawk asks:

WHO gets those hours?

WHAT Strategic Game Plan™ priority will they advance?

WHAT results must they deliver?

WHEN will we see them?

WHO is accountable for delivering them?

Then the Hawk follows through.

Challenges.

Tracks.

Intervenes.

Calls the Audible™ when necessary.

Because time saved without strategic direction is simply an opportunity to waste more time.

AI creates the capacity.

The Strategy Hawk™ makes sure it gets used to execute the strategy.

🔥 Stop Celebrating the Wrong Thing

Here’s what bothers me about the AI productivity conversation.

We’re celebrating the INPUT.

Hours saved.

Tasks eliminated.

Costs reduced.

But where are the strategic RESULTS?

The new revenue?

The improved customer experience?

The growth opportunities created?

The competitive advantage strengthened?

Those are the results that deserve applause.

And The Strategy Hawk™ should be relentless in demanding them.

Because the objective isn’t to become more efficient at doing business.

It’s to become more effective at WINNING business.

STOP CELEBRATING HOURS SAVED.

SAVED. THEN. SQUANDERED.

Don’t let it happen.

🚀 Want more Audacious Moves™?

🎙️ Listen to Audacious Moves to a BILLION™ for practical, contrarian ideas for building an extraordinary business.

✍🏻 Explore more articles, ideas and proven tools at BE DiFFERENT or be dead.

Extraordinary businesses aren’t built by ordinary decisions.

They’re built one Audacious Move™ at a time.

Now go make yours.

Cheers,
Roy

• Posted 11.2.26 at 06:00 am by Roy Osing
• Permalink