If you are to fight in a new market, an emerging market, then you can afford to have a mediocre or an average product. But if you fight in an existing market. Where there is a trusted brand. Then your product must be significantly better in order for you to get a market share. The customer will think: “is this so much better that I will go and switch brands?” -Elon Musk Continue reading Your product can’t be a little better, it has to be miles better.