If you could choose would you like to occupy Number 1 position in the market or Number 2 position?

It would be a hands down number 2. Being number 1 is tough and you are setting the standard. You have to be the one to innovate and raise the bar continually. It is easier to be a follower than a leader in a market. Take Avis and Hertz for an example. The one says they are No 1 , the leader and the other portrays that they ‘Try Harder’ being in number 2 spot.