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      Champagne brand, Moët & Chandon, has its own market. The price of other sparkling wine from the region doesn't affect them. Their bottles are always oversubscribed because people want to buy their brand.

      Tory Burch handbags and shoes aren't affected by the market price of handbags. Burch made a billion dollars during the great recession while most other brand was on sale. Her brand is oversubscribed because she's built a special relationship with a new type of buyer.

      Berkshire Hathaway shares aren't driven by the normal price of other stocks. They have a dedicated following of people who buy into Warren Buffet's philosophy.

      You have likely assumed up to this point that your business must operate at the whims of the market as though your income is impacted by the economy and that your lifestyle is inextricably linked to what happens “out there” in your industry. If you're linking your business to the industry, to the market and to the trends that everyone else is following, then you'll continue competing on price with everyone else.

      If you separate from the market and build your own market, you can generate as much money as your market will allow for.

      You start this by building your own group of loyal fans. Cultivate a tribe of people who are loyal to your business, your products, your personality and your philosophy. Rally your own troops. Break those people away from the industry, separate them one by one from the market and make them part of something special.