There’s a lot to be said for simply being better than your competitors.  Or for niching down to serve a very specific community of people.  These are established ways to differentiate yourself as a business, and are much better than simply shouting the loudest or being the cheapest.

But what if you could separate yourself from your competitors as a completely different thing?

Then you’d become incomparable.  The only player in a completely new category.  With literally no competition.

How do you do it?

By listening really hard to what the people who already love what you do are telling you about what they really want, even though they can’t put it into words.  Then design a new kind of business that delivers that.

If competing in a crowded market isn’t helping you or the people you serve, create a new one.