Gillette entered the safety razor market decades after its inception, but continues to dominate it today.

Microsoft dominates many markets, none of which it pioneered.

Amazon is the leading, but not the first, online bookstore.

These and dozens of other examples prove that, despite popular belief, market dominance is not a guarantee of wide popularity or a large market share and especially long-term leadership. Well-argued and carefully researched, Will and Vision reveals five key principles that are the real drivers of lasting market leadership:

- Mass Market Vision.

- Leadership Persistence.

- Relentless innovation.

- Financial courage.

- Asset management.

Based on years of research into new markets, influential business professor Gerard Tellis and Peter Golder come to compelling and surprising conclusions. A study of the history of market leaders: Microsoft, Intel, Hewlett-Packard, Federal Express, Procter & Gamble and Charles Schwab, coupled with an analysis of archival documents of the era in which certain events took place, shows that the action of the five key principles is as relevant as in the 19th century , so it is today. The authors compare the behavior of long-term leaders with the behavior of those who had equal, if not greater, chances of success but did not achieve it.

More importantly, they point out the way in which, by following the examples of long-term leaders, they can go to today's companies to capture a significantly larger market share, regardless of the resource intensity or complexity of their products.