Horizontal industries live and die by mass production and mass marketing. They all follow three rules:
- Don’t differentiate without making a difference to the customer.
2. Opportunity knocks when a technology breakthrough or other fundamental change occurs. Grab it before your competitors do.
3. Price for what the market will bear. Price for volume, then work like the devil on your costs so that you can make money at that price. This will lead you to achieve economies of scale in which large investments that are necessary can be spread out to recoup the costs.- Andrew Grove