How does this work in the context of the book "The 22 Immutable Laws of Marketing"?

    > If you have a small market share and you have
    > to do battle with larger, better-financed 
    > competitors, then your marketing strategy was
    > probably faulty in the first place. You violated
    > the first law of marketing.
    >   The basic issue in marketing is creating a
    > category you can be first in.