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Winning share happens two ways 1) One category at time and 2) One business at a time. First thing you should do is identify a category to go after. One way is to think about your product or service. Secondly, think about shifts that are occurring between media. We often see where dollars are switching from legacy media to online, but within that they might be shifting to paid search or targeted display advertising. Think about how your product delivers on that. Also, think about what you do better than anyone else. If you are going to win share, you need to get the most wallet share from any one of your customers. Focus on the customers deliverables and goals. Focus on the customers acquisition, retention and growth. Know what their budget is. You need to know their market. Know who their competitors are and what they are going after.