It'll only work if we hit #1

That what most startups say before they even begin:

It’ll only work if we get 1 million downloads.

It’ll only work if get millions of people to watch ads.

It’ll only work if we hit a high and unlikely number.

You go down the list.
The thing is that most of this companies are doomed to failure before they even begin.
You don’t have to become the number one to succeed.
And if that’s your case, rethink it.

“If your marketing strategy requires you to hit #1 in order to succeed, you probably need a new marketing strategy.” — Seth Godin