A word of caution to any challenger looking to find a big monster out there and challenge it on our behalf. Before you do so, make sure there isn’t a bigger monster lurking right in your own back yard!

Perhaps this is a partial response to the question posed by Bella in her post about why the water industry hasn’t thrown the first stone at the soft-drink industry — it’s because they live in a ‘glass house’ themselves!

It’s been said that the bigger your brand and the taller it stands, the greater the risk you will cast a long shadow. Perhaps that explains why so many people are wondering if Apple is still a challenger.

So, remember the wise words of Wilt Chamberlain: “Nobody roots for goliath” — especially when the heap of trash in his own back yard piles so high that it casts a long shadow!