My rating: 3 of 5 stars
This book hammers home how important it is not to compete in the “average” range of a product or service but rather that opportunity lies in the extremes, be the “most” of something to stand out and attract a niche market of devoted customers who will spread your word. Old models of advertising on television and radio to the masses is not effective in an established market.
It’s a short book with a good deal of information. It may feel like it’s a little vague but the point is that you need to focus on the edges instead of the saturated middle-area and become the fastest, the most expensive, the most unique, the ugliest, the prettiest, etc.