Another rare pick for me out of the "Business" section. Essentially the book says that instead of competing in established market sectors, successful businesses create "niche" pockets within the market (i.e. put their ideosyncratic "spin" on a given product or application), where no competition currently exists. True enough, many icons of consumer product success are the result of such niche creation (Sony's Walkman as a new pocket within the stereo market; the 1979 Apple II as a new pocket in the computer market; and MTV as a new pocket within the television broadcasting market). Of course, some of this is semantics- most new products will somehow probably be related to some existing products... any new product can be cast as just a "niche" of some existing market. It's all a little too neat and simplistic, but still I appreciate Thomas Peters' perspective.