Steal or grow? How to get market share.

There are only two real ways to get more market share: steal it from a competitor or grow the overall market.

It is pretty common for underdog brands to use both methods. But more often than not, employing "steal" strategies is more  affordable and effective.

I've found it helpful to label every marketing tactic as one or the other. That helps me focus my message right down to the call to action.