It is the world leader in the highly specialised market for pressing tools to straighten shafts used, for instance, in car transmissions.

Godin's point is that we live in a highly specialised economy where there are big rewards to people who are the best in their area and no rewards to those who aren't.

But microprocessors were seen as highly specialised - designed at great expense only to be used by a few manufacturers in a handful of machines.