Conventional wisdom says find a niche. Don't go where themarket is saturated. And that makes a lot of sense. But forevery rule there are exceptions.

I remember when Google first came onto the scene. At thetime Alta Vista was king. When you thought search engine youthought Alta Vista. And then, wham! Along came this searchengine that was not only much easier to use but also gavemuch better results. You could type in anything and beconfident you'd get the results you wanted each andeverytime. And today Google is king. Why? Because theyprovided a much better product.

Back when I was growing up there was only one brand ofyoghurt you could buy. And it was pretty awful. You'd belucky if you got a small bit of strawberry in the strawberryyoghurt. Then this other brand of yoghurt came along. It wascheaper, delicious, and it was chock full of fruit. Let metell you, it took off like a rocket.

So don't ignore a market just because it's not a niche. Ifyou can make something that is a lot better than what'salready out there then go for it. For example auction sitesand dating sites are hot right now. But they're dominated bybig boys like eBay and Date.com. Not only that, they allwork in the same way. But if you can think of a much betterway of doing a dating site or an auction site then go forit.

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