Think about a service industry where you use more than one firm (examples might include ride sharing, fast food restaurants, and grocery retailers). Evaluate the firms you use based upon how well they satisfy your needs and then estimate the percentage of your spending with each of these firms. Now, think about what causes you to use each of these different firms to supply your needs instead of simply using only one firm for that service category. Identify what distinguishes each firm from the others and how these differentiators drive your share-of-wallet. Then make recommendations for the firms with a lower share-of-wallet on how they could capture a higher share from you.