As I've always emphasized, no two businesses are the same even though they operate in the same industries, just as no two siblings are the same even though they are products of the same parent. So, your first task in creating your own share of the market is to carve out your own share of the market.
As I pointed out in the football analogy email list earlier, there is a general love for the game, but fans of a particular club don't just love football, they love a particular kind of football, the kind played by their club. In essence that, all clubs play the general game of football but all clubs don't play the same way. In the same manner, all automobile manufacturers make cars, but they don't make cars the same way. The distinction lies in the value creation process.
In other words, "how" you create value is what matters and not "what" the market generally perceive as value. Therefore, creating your own share of your market begins by creating your own unique kind of value that is different from the general kind of value currently obtainable in the market. This simple distinction is what differentiating your business is all about. Its realizing that you all may be in the same industry or niche but don't do business the same way.