First, second, or third is great--anything else and you have problems
I know this is way off topic but every time I see that pic on his blog, I become unnerved. I'm not sure he's a real person. He's kind of plastic looking. It's almost like he's Steve Ballmer's avatar.
Funny... GE's policy was that they wouldn't be in any business they couldn't be first or second in.
But suddenly, we've added third. Because MSFT is 3rd in search. hah.
I had a flash from biology while reading this: they say that two specie can never occupy the exact same biological niche. One of them will always have a higher growth rate, which will drive the other to extinction. If that applies to business, being consistently second would be leading to bankruptcy...