If you are not going to take VC money, then I think this attitude should absolutely be the default approach unless you've got a proven reason not to. There is a large world to be tapped outside of VC funded category leaders where there is enormous, life changing amounts of money to be made by intelligent, pragmatic founders just trying to build real businesses.
And the reality of these businesses is that you don't need to be the best out of everyone -- you just need to be the right kind of good enough: better than the alternatives.
If you are not going to take VC money, then I think this attitude should absolutely be the default approach unless you've got a proven reason not to. There is a large world to be tapped outside of VC funded category leaders where there is enormous, life changing amounts of money to be made by intelligent, pragmatic founders just trying to build real businesses.
And the reality of these businesses is that you don't need to be the best out of everyone -- you just need to be the right kind of good enough: better than the alternatives.