Everyone wants to have products or offer services that a large number of people patronizes not knowing that having a niche and sticking to it is one of the strategies of entering unconnected market and gaining the share. While playing the games that are not compatible with one’s capabilities and available resources, there are likely chances of taking one’s eyes off the mission on which the business hinged. Tony Hsieh, Chief Executive Officer Zappos, warned aspiring entrepreneurs on this. According to him, they shouldn’t play the games they don’t understand, even if majority of people around them are making money from such.