Staying under the Radar

The other explanation Freedom Fighters give for their success is that they offer a unique product or service: Luigi's pizza competes against that from the local Domino's because Luigi uses a special concoction of herbs and spices only he and his mother know how to make.

Many Freedom Fighters operate in tiny niches offering products and services so obscure, or in such local geographic markets, that they don't even register on the radar screen of their big business rivals. This highlights another important difference between Mountain Climbers and Freedom Fighters: Mountain Climbers have ambitions for growth and therefore pick products and services that give their companies the potential for growth in new geographic markets or for becoming substantial players in a particular industry. Freedom Fighters are content to stay on the sidelines, operating in relative obscurity, carving out an independent lifestyle with no visions of grandeur.

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