I read  a book called Blue Ocean Strategy a few years ago and the concept behind it came up in my Marketing Management class. The idea is that companies can succeed by differentiating their product or service so that they no longer compete with "sharks" in "red oceans" and instead create their own market without competitors (the "blue ocean") through this differentiation or innovation.

Having read this book, I was able to contribute something to the class. Other than just for the general knowledge, reading this book paid off.