Taken from Wikipedia's List of Paradoxes, check out a fascinating list of exceptions to the rule.
The Marketing Mental Model
If you have a great product but another company was already first in that market, create a new category in which you are first. You don’t have to entirely change your product—just find something that sets it apart.
I was thinking about the different ways people have tried to compensate for increased costs. Two ideas come to mind. One is the philosophy of transcendentalism, which Thoreau promotes in Walden. Transcendentalism encompasses a bunch of things, among them is an increased importance of nature.