Business Strategies for Tomorrow - P. Drucker

Unique events cannot be "planned". They can, however, be foreseen, or rather, one can prepare to take advantage of them. One can have strategies for tomorrow that anticipate the areas in which the greatest changes are likely to occur, strategies that enable a business or public service unforeseeable. Planning tries to optimize tomorrow the trend of today. Strategy aims to exploit the new and different opportunities of tomorrow.

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In many markets one prospers only ate the extremes: either as one of the few market leaders who set the standard, or as a specialist supplying a narrow range of products of services, but with such advantage in knowledge, services, and adaption to specific needs as to be a class of one's own. The in-between position is rarely desirable or even viable.

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What "market leadership" means is a matter of industry and market structure rather than a sales volume, something that varies widely in different markets.

Managing in Turbulent Times

P. Drucker