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
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