The easiest way to steal market share from your competitors is to steal the spotlight, and nothing does that faster than being featured and quoted in the press. Reporters always need good stories. Sure, lots of people are after reporters to get themselves in the press, but you have to give reporters something that sets you apart from the self-serving masses. Reporters want something that their readers or viewers find interesting. Not once, not twice, but continually. Most of us were taught to fit in, but if you look at the people who get media attention, that’s the last thing they do. If you want to steal marketshare, you must consistently do something that makes people pay more attention to you than to other people.