#1 in a small market...
is way more interesting, more fruitful and more fun than being number three in a larger market.
When you're the market leader, you set the agenda, you attract the leading customers and you are the one who gets targeted, picked on and singled out. The stakes are higher and so is your impact.
The easiest way to become #1 is to redefine your focus and the way you serve your customers sufficiently that you redefine the market. Harley Davidson isn't #1 in the market for motorcycles, but they are certainly #1 in the market for the kind of motorcycle that they sell. The other bikes may have two wheels, but they're for different customers with different needs.
Mass ennui is defeated by focused passion every time.