I was specifically referring to the book by that title, which you should at least glance at if you are doing a startup. http://www.gobignetwork.com/products/GoBigBook.aspx

Basically, if you are going that route, you want to be the 80-ton gorilla in your market, you want to be first, biggest and most; you want to be Amazon, or eBay, or Google; not booksamillion, or ask.com.

From a distant perspective, it doesn't really matter if you build a world-changing, industry-creating, market-dominating company or a niche lifestyle company.

But if you aim low, you'll hit low.