My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
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“they became a category of one we're the only energy drink that's a shot size”
strategycompetitionpositioning
What It Means
Instead of competing directly, create a new category where you have no competition
Why It Matters
Shows how changing form factor can completely change competitive dynamics
When It's True
When you can deliver core value in a fundamentally different format
When It's Risky
When the new category is too small or when customers don't understand it
How to Apply
1
Analyze what aspects of your business model can be fundamentally changed
2
Look for underserved distribution channels or formats
3
Test new category before fully committing
Example Scenario
“Software company creates mobile-first version of desktop tool, becoming the only player in mobile category rather than 10th player in desktop”