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.