With his study of over 5,000 companies, Wiersema has identified who the market leaders really are. While some of the leaders are well known like GE, Home Depot or Wal-Mart, there are other names that are less obvious that Wiersema highlights. His analysis provides insight into how these companies achieve market leadership. I found it quite thought provoking in that I tried to think about each of the surprises and how these companies have differentiated themselves.Wiersema highlights one of the most important issues of today which is customer scarcity. As he examines cases of his own, Wiersema's analysis shows how companies attract customers by appealing to the their needs and the way they do business. His customer segmentation is quite insightful and applicable as a strategic analysis tool in almost any market situation.