Follow the leader

Leaders get to their position for a reason.  They offer a compelling offering that customers get.  Follow in their footsteps because there are only two ways to overtake them:

  • Beat them at their own game.
  • Reinvent the game.

Number two is the cleanest way to win but also the riskiest.  Number one is a tough road because you’re going to be fighting Goliath the whole way.  What you’ll probably find by going down road one is that there is a hybrid option – something that got missed by the leader.  And suddenly you have the keys to how to one-up them at their own game.

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