By choosing to go where the obstacles are, you will stake out a unique value proposition and make a name for yourself. Like Timothy Eaton with his fixed-price department store in the 19th century, or Apple with its "computer for the rest of us" (or iTunes, for that matter), or FedEx for conquering overnight package delivery. The mantra for entrepreneurs is to look for problems no one else has solved - and solve them. Your obstacle is the path.