I stumbled upon an analogy describing eaters and bakers.
In the words of Guy Kawaski, former chief evangelist of Apple and author of Enchantment:
There are two kinds of people and organizations in the world: eaters and bakers. Eaters want a bigger slice of an existing pie; bakers want to make a bigger pie. Eaters think that if they win, you lose, and if you win, they lose. Bakers think that everyone can win with a bigger pie.
Consider this strategy to broaden your audience or customer base. As Mr. Kawaski further explains, Twitter made a bigger pie because “anyone” could provide news and updates.
Think about creating a win-win for everybody. Bake a bigger pie.