I think a lot of business leaders see their individual markets as zero sum games. In order for your marketshare to go up, someone else has to go down. In stable mature product categories that can be the case… but the category can also be ripe for disruption and growth. Take headphones, a totally stable market. Most were free (came with a product) or cheap replacements (crap, lost my headphones and I’m at the airport, I don’t want to spend more the $20), with one mid tier player (Bose) and a few very high end players. Beats entered the market and instead of taking share by crushing competitors, they basically doubled the size of the pie.
I know this isn’t the point of the video, and I also think the $250 fashion headphones aren’t the model for increased global happiness, but a micro proof point of a macro concept. I’ve only met a few leaders who think this way. A few years ago Nike stated a goal to reach $50B. It wasn’t that long ago that the entire sportswear industry was smaller than that. Could they reach their goal by taking share, yes, but it would be an incredibly hard slog and probably not the best thing for the category or sustaining that number. The only way to grow is to increase the overall size of the pie.