[maukdaddy]

What he's talking about has already been written about and is taught in many MBA programs.

Blue Ocean Strategy

http://en.wikipedia.org/wiki/Blue_Ocean_Strategy

Edit for the tl;dr crowd:

The blue ocean strategy is about creating your own market/niche/space in an new or uncontested area (blue ocean) vs. competing directly with established players in an existing market (red ocean).

The metaphor is the red ocean is full of blood from the sharks fighting over the same profits/market share while the blue ocean is open water full of opportunity.