or any other massive business that dominates their market.

What do you do when your area of expertise or interest is dominated by a massive company like Google?  You find another angle - don't compete with them head to head, go around them or over them.

One cool example of this is Blingo.com - one of thousands of search engines competing with Google - but one that has a good chance of succeeding.

Why?

Every time you do a search on their site, you have a chance to win a cool prize.  The prizes are not garbage either - you could even win an ipod.  This is a great example of going around the current market leader and offering something unique and interesting.  Frankly, I'm not going to stop searching there until I win a prize - so it's working on me!