[gozur88]

Or maybe the first one wasn't successful yet, or you realize your upside is capped, and you've identified an opportunity that will be potentially more lucrative or have a smaller downside risk. Changing what you're doing doesn't necessarily mean you can't make the original plan work - it might just mean you came up with a better place to put your effort.

One of my favorite business stories is that of the Nintendo Playing Card Company of Kyoto, whose CEO came to the US to visit the US Playing Card Company. He realized that even if he captured the entire world market for playing cards (this is before MtG) he still wouldn't have a very big business, and set out to find something better.