An essential part of Sinclair's marketing strategy was to use regular cost-cutting at strategic intervals to maintain market share. Ian Adamson and Richard Kennedy comment that Sinclair's approach was "to secure and extend market lead and panic the competition. While most companies reduce prices when their products are in steep decline, Sinclair tends to discount shortly after sales have peaked. The advantage of his approach is that vacillating customers are drawn into the fold while the product's promotion retains a commercial urgency, and the costings of the competition are thrown into utter disarray."